by Anita Davis 2-Apr-09, 11:01ASIA-PACIFIC - Fifty-five per cent of shoppers research their purchases before buying, a recent survey by Synovate and Microsoft Advertising finds, and much of this browsing is done for FMCG.
According to the report, 84 per cent of MSN users and household decision-makers research food and beverage and personal care goods online. Among these consumers, 96 per cent said they decide the purchase of at least one type of FMCG product and brand advertisements sway their opinion 44 per cent of the time.
The survey additionally finds that regional consumers spend more than 15 hours a week on the internet either at home or in the office. This demographic only spends six hours a week watching TV.
Sixty-four per cent of internet users are drawn to news content while 61 per cent search for music, the report adds. Netizens’ brand activities include searching for online games, 37 per cent; health tips, 35 per cent; and coupons 32 per cent.
The survey was conducted following a poll of 8,000 MSN/Windows Live users from China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand.