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Asia's Top Digital Brands
The third annual Digital Media study jointly published by TNS and Media magazine reveals the brands whose digital presence is strongest in the minds of consumers across Asia.
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Among the brands that dominate the top positions:
- McDonald's - top in Hong Kong; in the top five in China, Malaysia, Singapore and Taiwan
- Nokia - top in Thailand for the 2nd consecutive year and in the top three in China, Malaysia and Singapore
- KFC - top in China for the 2nd consecutive year and in the top five in Malaysia and Thailand
- SingTel and AirAsia are top brands in their respective home markets for the 2nd consecutive year.
Top 10 digital advertisers ranked in order of awareness
| China | Hong Kong | Malaysia | Singapore | Taiwan | Thailand | |
|---|---|---|---|---|---|---|
| 1 |
KFC (77%) |
McDonald's (73%) |
AirAsia (85%) |
SingTel (72%) |
7-Eleven (77%) |
Nokia (75%) |
| 2 |
Nokia (75%) |
Disney (70%) |
Nokia (78%) |
StarHub (66%) |
Yahoo! Shopping (75%) |
One-2-Call (72%) |
| 3 |
China Mobile (74%) |
HSBC (65%) |
KFC (75%) |
Nokia (66%) |
McDonald's (71%) |
Dtac (72%) |
| 4 |
McDonald's (73%) |
Octopus (65%) |
McDonald's (75%) |
Singapore Airlines (61%) |
Chunghwa Telecom (64%) |
KFC (71%) |
| 5 |
Coca-Cola (69%) |
Nike (62%) |
Maxis (73%) |
McDonald's (59%) |
Taiwan Mobile (61%) |
Honda (70%) |
| 6 |
Nestlé (69%) |
Coca-Cola (62%) |
Nike (70%) |
DBS (54%) |
KFC (60%) |
True (68%) |
| 7 |
Alibaba (68%) |
Ocean Park (60%) |
DiGi (70%) |
M1 (54%) |
Coca-Cola (59%) |
Samsung (67%) |
| 8 |
Pepsi (66%) |
MTR Corp (60%) |
Sony (67%) |
Nike (53%) |
Nike (56%) |
Toyota (67%) |
| 9 |
Nike (66%) |
Cathay Pacific (57%) |
Celcom (67%) |
Coca-Cola (52%) |
FamilyMart (56%) |
Pepsi (65%) |
| 10 |
Samsung (65%) |
Pizza Hut (57%) |
Coca-Cola (66%) |
Citibank (50%) |
Pizza Hut (54%) |
Pizza Hut (65%) |
The study also reveals:
- The difference between those digital advertisers that achieved the greatest reach and those which are not so widely seen but are relatively more motivating can be quite huge in certain countries; Lenovo, Apple, Sony, adidas, KFC and Samsung are ‘punching above their weight', topping the ranking in persuasiveness in China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand respectively, despite not achieving the greatest visibility through digital media.
- Recommendations from friends and family, and online consumer reviews are perceived as more trustworthy than mass media advertising via TV, radio and print media.
- Relatively new advertising media like virtual worlds, video games and mobile SMS are not gaining a lot of visibility yet with consumers, but more importantly, are perceived as relatively less trustworthy as well.
The study comprises more than 3,000 internet users, aged 15 to 39, who have seen advertisements via digital media in the following key Asian markets: China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand with recruitment and interviewing via fully managed online access panels.
The study asked respondents on following key areas:
- which brands they had seen advertised via digital media
- via which digital channels they had seen advertising
- whether seeing the advertisements increased their interest in the brand
- trust levels in different digital channels
The full report is now available, please click here to download.
To read the full article published by Media magazine, please click here.
To obtain a copy of the supplement published by Media magazine, please contact Susie Pattison at susie.pattison@haymarketasia.com
For more information, please contact TNS at enquiry.hk@tns-global.com
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