New Ruder Finn research offers brands insight into content consumption

13 Sep,2019

By A Correspondent


Ruder Finn has announced results from its latest research, “Entertain Me. Inform Me. Inspire Me. Feed Me: How to Satisfy Southeast Asia With Your Content”. Conducted among 1,648 people — from Malaysia, Indonesia, Singapore, Thailand, the Philippines and Vietnam — the research offers insights into what consumers prefer, consume, share and believe with respect to online content. Malaysia-based respondents made up 16 percent of the sample size.


The study notes that 69 percent of local consumers surveyed said they made an unplanned product purchase motivated by online content. The top three reasons Malaysia-based consumers were influenced to make a purchase: 1) the content provided detailed information about the product or service; 2) the content offered an incentive or promotion, and 3) the content was visually attractive.


Consumers in Malaysia have a heavy appetite for content, as 56 percent are asking for more content that provides entertainment; 56 percent want more content that informs and educates; and 50 percent want more help and advice — which is higher than the regional average. In addition, 54 percent prefer content from international brands as opposed to content from local.


Said Martin Alintuck, managing director, Southeast Asia for Ruder Finn: “Clearly, consumers in Malaysia are open to, interested in and motivated by brand content, and companies should be proudly labelling their content with their brands,”. “The work to be done by brands revolves around ensuring their content creates a perception among consumers of authenticity, honesty and reality.”


Despite the accepted opinion that video is king, the research shows that half of consumers (51 percent) prefer to read content as opposed to watch it. An overwhelming majority — 73 percent — prefer digestable content they can continually return to for more information. In addition, 86 percent would rather consume factual content versus emotional content.


“The research argues for brands to strike a balance between appealing to the emotional needs of a consumer while also sharing the relevant information to influence the purchasing decision,” added Alintuck. “At the same time, consumers seem to desire an ongoing story or flow of content that brings them back to familiar information and places. And they are very open to not just watching content but reading it as well.”



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