The survey, which canvasses affluent consumers across the region, found that only USA Today remained steady across the 10-market spread (excluding Tokyo), comparing habits in Q3 2005 to Q2 2006 against Q3 2006 to Q2 2007.
The biggest drop was experienced by Reader’s Digest - although the title’s Chinese edition remains relatively stable. The Financial Times, Wall Street Journal Asia and International Herald Tribune all dropping 0.4, 0.3 and 0.1 per cent respectively.
The biggest drop was experienced by Reader’s Digest - although the title’s Chinese edition remains relatively stable. The Financial Times, Wall Street Journal Asia and International Herald Tribune all dropping 0.4, 0.3 and 0.1 per cent respectively.
The survey also found that across the region, 39 per cent of respondents were watching TV on alternative platforms to regular television. Computer/PC/laptop was the most popular channel, with 24 per cent of alternative viewers watching TV on the platform.
Critically, it was the first time Synovate has introduced consumer segmentation into the survey in a bid to paint a clearer picture of media consumption habits.
“We really wanted to look at what’s inside people’s heads, and cluster them according to psychographics, both geographical and generations,” said Craig Harvey, director, media research, Synovate Asia-Pacific. “We started this with our other surveys like Media Atlas, so we decided to bring it to PAX. A lot of agencies use segmentation when preparing for a pitch or developing a strategy for their client, so we wanted it to be more complementary.”
