The study, which aims to examine why people in Southeast Asia go online, also identifies four tribes of internet users — embracers, socials, explorers, and utilitarians. It also uncovers prime areas for advertising placement in different markets.
For example, while Malaysian and Filipino users avidly click into entertainment-related sites, users in Vietnam tend to seek online news ahead of entertainment.
According to Roger Moy, regional manager of research and analytics at Yahoo Southeast Asia, there is a dearth in such psychographics that cover this region.
Furthermore, most clients have to rely on syndicated studies which typically cover affluent respondents. In comparison, the study tapped into the roughly half-billion people who use the internet at least once a month.
So far, the first phase of analysis in Vietnam, Malaysia and the Philippines has been tabulated, while Singapore and other markets are in the works.
The findings will be used to help Yahoo and its clients develop products and media plans that target the right psychographics.
Comprehensive results will also be shared in a series of workshops which Yahoo is conducting at the end of this month, to teach planners how to sell and tailor solutions to the medium.
