Marketing Featured East Asia

HKTVmall most talked-about brand in HK in June

Hong Kong – HKTVmall has registered the biggest boost in Word of Mouth (WOM) Exposure in Hong Kong for the month of June 2022, according to YouGov’s flagship index for brands, YouGov BrandIndex. 

In other words, the OTT provider cum retail business is the most talked-about brand in the market for the month that caps off H2.

According to the report, the number of people talking about the retail group saw an uplift of six percentage points during the four-week period. HKTV mall’s score rose from a low of 28.5 on 1 June to a high of 34.5 by 19 June.

WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks. 

Additionally, flag carrier Cathay Pacific recorded a 5.7-point increase in WOM Exposure from 16.9 on 1 June to 22.6 by 25 June, while electronic payments brand Octopus Card saw its WOM Exposure climb 5.5 percentage points from 33.9 on 13 June to 39.4 by 25 June.

In early June, HKTVmall opened its fourth and largest supermarket in Ma On Shan, Sha Tin district.

Marketing Featured APAC

Around 73% of APAC consumers say they still trust traditional banks over digital ones

Singapore – Despite the rising number of digital-only banking offerings, around 73% of consumers in the Asia-Pacific region still trust traditional banking systems, compared to the 44% of consumers saying they trust digital-only banking systems, according to the latest data from YouGov.

While 82% of Indonesians trust traditional banks, only around 38% trust digital-only banks. Similarly, 78% of Singaporeans trust traditional banks, and 37% trust digital-only banks. 

Meanwhile, confidence in digital-only banks is highest among consumers in Australia and India – where trust is at most 21% points lower than that for traditional banks. Around 62% of Australians trust digital-only banks versus 75% for traditional banks, while 51% of Indians trust digital-only banks versus under 72% for traditional banks.

Lastly, in China and Hong Kong, trust in digital-only banks lags that of traditional banks by 30% and 37% points respectively.

In terms of Gen Z consumer behaviour, trust in digital-only banks lags traditional banks the most among Gen Z consumers in Singapore by 29 points and Hong Kong by 26 points – above the APAC average of a 19-point trust gap – less so in Indonesia by 13 points and Australia by 8 points.  

Meanwhile, around 39% of Gen Z consumers in Hong Kong trust digital-only banks, significantly lower than that of the APAC average of 48%. Additionally, Gen Z consumers’ trust of traditional banks is also significantly lower in Australia, around 53%, but significantly higher in Singapore at around 79% when compared to the APAC average of 67%.

Among millennials, 72% trust traditional banks while around 47% have confidence in digital-only banks. Trust in digital-only banks lags traditional banks the most among Millennial consumers in Hong Kong and Singapore, both by 33 points– above the APAC average of a 25-point trust gap – less so in Indonesia by 22 points and Australia by 15 points. 

Notably, millennial consumers’ trust of digital-only banks in Hong Kong of 37% and Singapore of 40% is significantly lower than that of the APAC average of 47%. Additionally, Millennial consumers’ trust of traditional banks in Australia of 61% is also significantly lower than that of the APAC average of 72%.

Marketing Featured Southeast Asia

Indonesians willing to switch to higher-priced eco-labelled products

Jakarta, Indonesia – The large majority of consumers are willing to pay a higher price for eco-labelled products, even if they are 50% higher than their old brand choices, according to data from market research company YouGov.

With the exception of gaming-related products, Indonesian consumers are willing to accept more than 80% higher prices for eco-labelled food items such as milk, rice, coffee, and tea, compared to other product categories. In contrast, at least one-fifth of consumers who would pay more for eco-labelled fashion and personal care products such as cosmetics and skincare, as well as clothing items, bath soap, oral care, footwear are only willing to accept higher prices of 10% or less.

When asked about food related items, around one-third of consumers are open to switching the brand of rice (34% of respondents), coffee/tea (33% of respondents) and milk (33% of respondents) they currently purchase in order to buy an eco-labelled one. While slightly more are willing to pay more for eco-labelled rice (35% of respondents), slightly less would be for coffee/tea (30% of respondents) and milk (30% of respondents).

Meanwhile, when asked about household appliances and furniture products, more than one-quarter are open to switching their current brand of home furniture (29%) in order to buy an eco-labelled one, while just under a quarter (24%) are willing to pay more.

Lastly, one-quarter of consumers (25%) are open to switching the brands of smartphones they currently purchase to buy an eco-labelled one, while slightly more (27%) are willing to pay a higher price for greener smartphones. But less than one in seven consumers would consider switching brands and paying more for eco-labelled cars (14%) and gaming consoles (5% to 6%).

Marketing Featured Southeast Asia

Work-life balance top factor to saying yes to job offers among Vietnamese

Vietnam – As the pandemic forced people to work from home, about 73% of Vietnamese workers rate a better work-life balance – such as flexible working, switching-off after hours, and compensation for overtime – as the most important factor when deciding whether or not to accept a new job offer, according to the new insights from modern HR platform Grove HR and public opinion and data firm YouGov.

The report shows that apart from work-life balance, a competitive benefits package, including salaries and bonuses, has ranked second with 73%, while ‘job security’ came third-most important criteria with 69% in 2022.

Grove HR has also found that 49% of people intend to change jobs in 2022, which is a fall of just 2% from the height of the pandemic in 2021. However, companies wishing to attract these workers will need to offer a good financial package, with most people looking for between 10% and 30% more than their current salaries, and only around 11% would consider switching jobs for a rise of less than 10%. On the other hand, about 36% would leave their job if their salaries were cut by 10%, highlighting the challenges of staff retention in the ‘new normal’.

Meanwhile, the ideal workplace has been transformed during the pandemic, as Vietnamese workers now want a flexible work environment, with 40% of people hoping to combine office and remote work in 2022, which compares to 21% who want to return to the office full time and just 16% who want to continue working at home. In addition, Vietnamese workers also care more about their health at work, following the global pandemic. However, most people feel safe returning to work once they, their families, and their colleagues have been vaccinated.

Bao Nguyen, Grove HR’s general manager, shared that attracting new workers now is no longer just about offering attractive salaries, as the staff want more from their jobs, and therefore, managers need to adapt their HR strategies to match the new realities of recruitment post-pandemic.

“Even though the lockdowns are over, trends such as remote and flexible working look set to continue. So companies that want to retain their best and brightest need to invest in the tools and technologies to facilitate a better work-life balance for their staff,” said Nguyen.

Meanwhile, Thue Quist Thomasen, YouGov’s CEO for Vietnam, said, “Our data shows that workers now want to maintain a good work-life balance. Therefore, companies need to offer attractive benefits and incentives while also creating and communicating a positive corporate culture and facilitating a flexible workplace where staff have the option to split their time between home and the office.”

Marketing Featured Southeast Asia

Viets tired of boring ads, survey shows

Hanoi, Vietnam – Despite digital advertising seeing a boom in the Vietnamese market, perception among Vietnamese consumers says otherwise, stating that they are getting tired of digital advertisements, the latest survey from data and analytics company YouGov shows.

According to the survey, around 43% of Vietnamese consumers find online ads annoying. On the contrary, around 25% of the respondents agreed that online advertising is interesting while 30% say that online advertising is creative. Despite the positive feedback, around 47% of consumers said that they always skip or want to skip online ads.

The survey noted that too much online advertising can drown out quality content for businesses. As such, online ads need to be exceptionally creative to stand out from the crowd and capture the attention of consumers.

Thue Quist Thomasen, CEO at YouGov Vietnam, said that their survey also showed that even though most people remember seeing online ads, they are significantly less likely to recall clicking on ads or buying products after seeing ads.

“In my view, the online marketing industry in Vietnam is largely, and fairly, preoccupied with tracking ad frauds and viewability. But marketers often pay insufficient attention to the metrics that truly matter, such as impact and quality, which are the key elements that drive advertising success. Why make sure people can view an ad, if the ads are boring and annoying,” Thomasen said.

Marketing Featured APAC

Latest report reveals present mental health state among PR practitioners in APAC

Singapore – A new report conducted by market research company YouGov and public relations professional body Public Relations and Communications Association (PRCA) reveals the current mental health state among the region’s public relation practitioners, including that 48% of respondents say they are going through a particularly stressful period in their life right now, with more than a third saying the pandemic has worsened their mental health.

According to the report, the main triggers of mental ill health faced by respondents are high workload (cited by 34% of respondents); long hours (33%); lack of reward or recognition for good work (29%); and not enough career growth (29%).

Furthermore, the report notes that due to these mental health issues, many respondents have said that they never or rarely exercise (32%), eat a healthy diet (24%) or get enough quality sleep (23%).

There has been a focus on mental health among women PR practitioners, with 39% of them having experienced a loss of interest in activities or social interactions in the last 12 months (versus 27% of men); and 37% have experienced significant changes in sleep schedule or appetite (versus 28% of men).

“The PR profession has been, as ever, resourceful and resilient in the face of the huge professional and personal challenges posed by the COVID-19 pandemic. But that resourcefulness and resilience has its limits,” said Tara Munis, head of PRCA Asia Pacific.

In terms of mental health support from their employers, the report has found that 32% of the region’s employers have not communicated with staff around mental health during the last year – a number rising to 49% in Singapore and 48% in Hong Kong but dropping to 8% in Vietnam and 20% in Thailand.

In addition, 48% of employers do not provide mental health resources to staff. Again, this figure varies significantly, and is more than 50% in Singapore (69%), Hong Kong, Malaysia (both 59%) and Indonesia (52%).

Francis Ingham, director general at PRCA, commented, “Across the world, PR and communications leaders are increasingly recognizing the importance of positive mental health in their organisations, their clients, their teams, and themselves.”

Despite the mental health issue prevalent across the region’s PR practitioners, 39% of respondents say that the COVID-19 pandemic has improved their mental health than say it has worsened it (35%). In addition, 88% of respondents say they would be comfortable talking to a co-worker about their mental health problem.

Outgoing PRCA SEA Chair Lee Nugent said that as employers, they can and must make changes in regards to mental health support, noting that providing information, support and resources is just one part. He also added that they need also to ensure that they are creating a workplace culture where it’s fine for someone who needs help to say so, and then provide access to mental healthcare in the way that many of us already provide access to physical healthcare.

“The research suggests that around 29% of organizations currently offer their people access to initiatives such as EAP programs that provide professional, expert help to those who need it. I’d like to see this figure climb rapidly in the coming months. Just as importantly, it’s our responsibility to also address those critical issues that, perhaps, sit at the heart of the problem. We owe it to our people to put actions in place to deal with endemic over-working, for example, and to address poor people management both where it exists inside our own organizations and in the client/agency dynamic,” Nugent added.

Marketing Featured APAC

About 87% of APAC firms admit potential customers abandon shopping carts due to arduous logins–survey

Singapore – Amid the global pandemic, consumers have resorted to e-commerce and digital solutions, and the majority of them tend to visit websites without signing up or making a purchase. With this, shopper behavior teams across industries have been investigating this issue called ‘cart abandonment’.

To help uncover why people abandon carts and login boxes, and what online businesses can do about it, the global modern identity platform Auth0 and market research company YouGov has conducted an international survey among over 1,200 business leaders and 8,000 consumers around the world, including 200 and 1000 respectively in Singapore, about their expectations for login and sign-up experiences.

The survey found that 55% of APAC consumers are frustrated by long login and sign-up forms, compared to 49% globally. However, 34% of APAC businesses surveyed estimate that it takes potential customers between one and five minutes to sign up for their app – and 24% say the login process for returning customers takes more than one minute.

Moreover, the same survey showed that 87% of APAC organizations admit that potential customers abandon their cart or sign-up process, compared to 85% globally, while about 63% attribute these abandonments to sign-up processes and 51% attribute them to the login processes. However, the research shows that 84% of APAC consumers abandon their shopping cart or registration attempt due to a complex login process.

Meanwhile, the survey data previously released by Auth0 revealed that almost 89% of APAC consumers admit to reusing passwords for more than one account and that their main frustrations with the sign-up process for new apps are password-related. Consumers want alternatives to passwords, including biometrics and passwordless authentication, however, most businesses fall short of consumer expectations for these login experiences. 

According to Auth0, around the world, about 86% of Australians, together with 89% of Singaporeans, 86% of French, and 85% of British consumers are more likely than those living in Germany with 78% and Japan with 76% to abandon their cart or sign up to online content if the login process is too arduous.

Organizations from APAC countries are much more likely than their European counterparts to attribute cart abandonment to sign-up processes – about 66% of Australians, 63% of Japanese, and 60% of Singaporeans, compared to 49% of French, 46% of British, and 41% of German.

SME Featured Southeast Asia

Report shows SG consumers ‘loving their own’ with patronage to local biz on a roll

Singapore – Despite the ongoing pandemic, small businesses in Singapore are widely supported locally, thanks to a growing number of Singaporeans rallying their support and patronage to their products, a new report from the Singaporean arm of e-commerce giant Amazon and market research firm YouGov shows.

According to the report data, the Gen X demographic, who are born from 1965 to 1980, are the most supportive among the local demographic, tallying around 48% of respondents saying they at least buy once a week from a local business. This was then followed by millennials (44%) and Gen Z’ers (34%).

While majority of all shoppers polled said they will support organizations that have a charitable component, 63% of Gen Z shoppers said that for the same product, they would rather buy from a seller that gives back to the local community, versus one that does not, compared to 55% of both millennial and Gen X shoppers.

In terms of what type of purchases are being made, clothing and accessories topped the type of purchases being made, with 59% of respondents saying so, 64% of that data are Gen Z shoppers. Other categories include health and personal care (47%) and groceries (46%).

Regarding increased purchases made during the pandemic, pet supplies were the top purchases locally, tallying around 85% response rate from respondents. This is followed by beauty and skincare (82%) and books (78%).

With the introduction of social distancing measures and heightened public health alerts, 2 in 5 Gen X shoppers (39%) said the ability to avoid public spaces and stay safe is a key motivator for online shopping.

While 27%of Gen Z shoppers said the availability of international selection is a crucial online shopping motivator, the highest compared to their Millennial and Gen X counterparts.

Lastly, with the majority of Singaporeans identifying as Bargain Hunters (32%) and 41% saying that lower prices are the top motivator for online shopping, it comes as no surprise that 23% of shoppers rely on product comparison sites when making online shopping decisions.

“Customer obsession has always been at the heart of Amazon’s business globally. By keeping our finger on the pulse of changing consumer trends and behavior, we ensure the user experience is optimized for customers’ shopping preferences,” said Henry Low, country manager at Amazon Singapore.

Platforms Featured Global

YouGov widens esports fan profiling with newly enhanced tool

London, United Kingdom – Market research company YouGov has announced upgrades to its online tool Global Fan Profiles, an insights service platform, which now includes tracking of fan sentiments regarding esports globally.

Initially, Global Fan Profiles is built upon more than 300,000 interviews per year collected on a continuous basis. It provides an instant view of the size, make-up, attitudes, and behaviors of fan bases in 32 key esports markets including the United States, China, India, Brazil, Germany, South Korea, and Malaysia.

Furthermore, the online tool is designed to help properties, sponsors, and rights holders identify the size of their fan bases, who their fans are, how fans consume content, and how they align with the thousands of brands and audience trends YouGov tracks on a daily basis.

According to the company, the enhanced Global Fan Profiles means shedding light on the nuisance marketers often face when dealing with the specifics and market base for the esports industry.

“It gives an instant view of fan bases around the world, providing comprehensive and precise data across 200 leagues, 50 events, 45+ game titles, and 2,000 teams in sport and esports. Subscribers can easily create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fan bases,” the company said in a statement.

YouGov Global Fan Profiles provides a much deeper dataset than just isolated esports and sports attitudes. Subscribers can connect data across sport and esports with core demographics, media consumption, brand preference, and interest, as well as following, viewing, and awareness.

Some of the benefits also include:

  • Sponsorship: Develop compelling propositions using real data on the number of fans a title, league or team has, who they are, and how they align with potential sponsors 
  • Esport properties: Create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fan bases 
  • Marketing: Use media consumption data to more effectively and efficiently reach target consumers 
  • Strategy: Assess international market differences in fan base size and make-up to inform strategic plans and decisions 
  • Broadcast: Prove growth and composition of a fan base to support broadcast negotiations 
  • Sponsor activation: Use fan profile data to create laser-focused activation strategies with real impact 
  • Benchmark: Compare fan bases with key competitors for internal analysis or external validation 

For Nicole Pike, YouGov’s global sector head of esports and gaming, the Global Fan Profiles tool can aid in “moving the conversation away from generic ‘esports fans’ and toward a more nuanced view of the distinct fan bases within this growing space.”

“Esports is such a valuable and fast-developing industry that properties, partners, and rights holders deserve to have accurate and always-on data at their fingertips. Sponsors are getting more sophisticated about how and where they choose to invest in the space, and YouGov Global Fan Profiles is the most comprehensive, in-depth, and valuable dataset in the market,” Pike stated.

Marketing Featured APAC

Study shows Gen Zs in APAC are itching to travel with friends amid new normal

Hong Kong – Travel has been and is continuously being restricted in the name of safety precautions amid the pandemic, and people are raring to relish their wanderlust, where one of the top reasons is to be able to reconnect with friends. 

Across age brackets, Gen Zs in APAC feel the unhappiest about limited travel for social reconnect, with 85% in the region, according to a survey by travel and leisure booking platform Klook and marketing research firm YouGov. This was followed by Millennials in the region (86%), Gen Xs (81%), and Baby Boomers (77%).

Respondents across APAC were also found to used to use travel to make new friends, where more than half, or 60%, stated they resent not being able to do such in the middle of limited travel. Similarly, Gen Zs accounted for the majority of this group with 70%, which doesn’t come as a surprise with the generation known to value social currency the most.

The study also showed that people want to resume traveling to be able to “escape their from families.” Gen Zs and millennials feel strongly about this with 66% and 62% respectively, which can be attributed to months-long confinement with family members during lockdowns.

Due to lower confidence in traveling and stricter cross-border clearances, the study also found that people are extra careful in spending their vacation leaves at work. Respondents revealed they are having difficulty in using their annual leave or holiday breaks without feeling like they are “wasting it,” which is especially true for Gen Zs (73%) and Millennials (71%). 

Having unearthed such insights, Klook coins the term “Wanderlost,” which it refers to as the longing for travel. 

Its Vice President for APAC Marketing Marcus Yong said, “From wanderlust to wanderlost, people unmistakably miss traveling this 2020 and are keen to scratch that travel itch. Despite international travel restrictions, we can still easily remedy our ‘wanderlost symptoms’ with the endless things-to-do in our own backyard.”