Are you a social media marketer that has set up a Facebook page to get all your consumers to be 'friends' with you? If so, you may want to know that a recent study revealed 57 percent of people in developed markets globally do not want to engage with brands via social media.
The study conducted by WPP group's TNS showed that South Koreans are the least receptive to engage with brands on social media at 66 percent, followed by Australians at 58 percent.
Compared to its counterparts, Hong Kong (42 percent) and Singapore (43 percent) ranked the lowest in Asia Pacific that had no interest in brands on social networks.
Brand profiles on social networks could be a cheap and quick way to connect directly with consumers, but if these efforts are not carefully targeted, they are wasted on 51 percent of those online in the Asia Pacific region, according to the study.
Consumers in India are the most eager to see social networks as a good place to buy products from brands at 59 percent compared to developed markets globally at just a quarter. In fast growth markets like Malaysia, Indonesia, Philippines, Thailand, and Vietnam, the figure goes up to 48 percent.
When it comes to online shopping habits, Asian consumers are leading the adoption of group buying and mobile commerce.
For instance, almost 46 percent of Chinese consumers already use group-buying tools.
In terms of shopping via mobile, China and South Korea lead the pack at 34 percent compared to Vietnam at just 2 percent.
Arnaud Frade, regional director digital strategy at TNS Asia Pacific also shared with ClickZ.asia in a phone interview six tips for marketers based on the report:
This TNS research was conducted in 60 countries with more than 72,000 consumers to ascertain how they behave online and why they do what they do.
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
March 19, 2014