Integrated communications agency Waggener Edstrom Communications (WE) released a new, proprietary research report "Content Matters: The Impact of Brand Storytelling Online in 2014". The study surveyed over 2,200 consumers between the ages of 15 and 60 across ten Asia Pacific markets including India, to look at the impact of brand storytelling online on driving key consumer behaviors such as brand advocacy, spending, and engagement across six business categories.
"Communications professionals across Asia find themselves under increasing pressure to prove the ROI of their investments in digital content. The study reveals a clear relationship between brand storytelling online and increased consumer spending, referrals, and engagement," said Zaheer Nooruddin, Vice President-Digital, Waggener Edstrom's Studio D in Asia-Pacific.
Respondents were asked a series of questions related to how they interact with brands across different business sectors, including travel and tourism, mobile devices, consumer electronics and appliances (excluding mobile devices), food and beverage products, personal care products, and healthcare.
"Across all markets and business sectors, we found that consumers who are exposed to brand content regularly through social channels spend more on products and services than those that don't. Indian consumers who engage with their favourite healthcare brands online spend 187 percent more than those that don't. The incremental spends were up to 257 percent in the case of Philippines for the healthcare products," said Stephen Tracy, APAC Lead, Waggener Edstrom's Insight and Analytics (I&A) practice.
Indian Consumers who follow their favourite brands on social media:
A staggering 97 percent of the Indian respondents surveyed follow their favourite brands on social channels. Of this, while mobile devices, consumer electronics, and food and beverage products are among the top three sectors, it is interesting to note that 72 percent of the Indian consumers surveyed follow their favourite healthcare brand on social channels, which is even higher than the Asia-Pacific average for the healthcare sector at 48 percent and even ahead of the Indian travel and tourism sector at 68 percent.
Across Asia Pacific:
Across the APAC region, mobile device brands have the most digital fans and followers; 72 percent of Asian consumers stated that they follow a mobile device brand in the digital space
Healthcare and Food and Beverage sectors enjoy the most impact on Asian consumer spending behaviors - with an average increased spend of 129 percent for healthcare and 90 percent for F&B as a result of consumers following these category brands online
78 percent of Asian digital consumers state they obtain information about product and services using social media
"As social media adoption and usage is flourishing in India with the second largest Facebook population worldwide, the study shows that in 2014 multi-channel brand storytelling is central for brands to be rewarded with larger spends, engagement rates, and higher levels of brand advocacy," said Madhuri Sen, Managing Director - India at Waggener Edstrom.
"While India has the second lowest rate of smartphone penetration across all markets covered, it is notable to witness the significant growth of mobile IM platforms such as WeChat and Line as these platforms have become more like social networks rather than just instant messengers. The study shows WeChat and Line as the third and fifth most frequently used platform after Facebook and Twitter among the Indian consumers surveyed,"Sen added.
The complete study from Waggener Edstrom can read here.
Updated Date: Dec 21, 2014 04:40:53 IST