The report, Digital Life, shows that Asian markets are overtaking Europe and the US in terms of the adoption of technology, with digital communication and entertainment rapidly becoming a way of life for the region's consumers.
According to the study, China is becoming the leading Asian market for electronic growth in terms of user base, sustained growth of buying power and increasingly affordable personal digital devices.
In addition, this growth is spurring a revival in the written media - resulting in greater online advertising opportunities, particularly in China, where much of the expected growth incorporates China-specific content.
"Many advertisers in the region are still relatively conservative when it comes to online advertising," said Scott Lee, director at Synovate Hong Kong. "Many will not be able to afford to take such a position in China, as this cost-effective medium is expanding rapidly."
Lee said advertisers should be taking advantage of the increase in free and legal download websites and the popularity of internet gaming, as well as chat and music sites.
"Digital technology is the epitome of China's growth," said Synovate International Research Division associate director David Benoun.
"To Chinese consumers, this is not just about empowerment, fashion ability or social status, but a symbol of belonging to the new, liberated, digital generation."
With broadband penetration already higher than Malaysia, Thailand, and the Philippines, the growth occurring in China is very much internet-rather than mobile-driven. However, 20 per cent of Chinese respondents from first-tier cities said they have also spent significantly more time on SMS and talking on mobile phones over the past 12 months.
The rest of the region is still ahead of China in adopting digital imaging technology, with Hong Kong, Singapore, Taiwan and Korea having ownership levels of around 50 per cent in comparison to China's first tier cities at around 40 per cent.
The report was compiled from the findings of over 4,000 telephone interviews across Asia: China (Shanghai, Beijing, Guangzhou, Wuhan), Hong Kong, Korea, Malaysia, Taiwan, Thailand, Singapore and the Philippines, in October and November last year. A representative sample was taken of consumers aged 15 to 46.
DIGITAL LIFE: ASIAN CONSUMERS GO HI-TECH
Digital ownership across the Asia-Pacific region
Hong Korea Taiwan Sing- China Malay- Thai- Phili-
Kong apore sia land ppines
Base 1,022 899 932 968 1,033 1,028 1,015 991
Digital camera 60% 48% 55% 46% 35% 30% 34% 15%
in-house
Broadband PC 70% 83% 64% 47% 39% 21% 11% 10%
in-house
Mobile phone 90% 20% 72% 64% 72% 67% 75% 60%
Internet mobile 29% 68% 32% 26% 31% 13% 22% 10%
phone
MP3 player 33% 26% 18% 15% 31% 13% 28% 12%
HOUSEHOLD PRODUCT OWNERSHIP - CHINA
Beijing Shanghai Guangzhou Wuhan
Base 259 256 263 255
Population 4,681,856 7,522,793 2,823,895 2,907,121
DVD player 59% 62% 61% 52%
VCD player 67% 71% 65% 71%
CD player 51% 53% 60% 43%
Digital camera 39% 36% 36% 23%
Video game player 30% 29% 22% 21%
MD player 13% 12% 17% 8%
MP3 player 30% 34% 28% 27%
Video camera 32% 24% 20% 17%
Pocket video game 9% 11% 12% 6%
LCD/Plasma TV 11% 9% 10% 8%
Source: Synovate Digital Life