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BE:ASIA 2009- A multimedia survey of South East Asias business elite Enzo Diliberto Global Research Team Launch- 22 nd September 2009.

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Presentation on theme: "BE:ASIA 2009- A multimedia survey of South East Asias business elite Enzo Diliberto Global Research Team Launch- 22 nd September 2009."— Presentation transcript:

1 BE:ASIA A multimedia survey of South East Asias business elite Enzo Diliberto Global Research Team Launch- 22 nd September 2009

2 ASIA- not as affected as most regions during this economic downturn…

3 Healthy macroeconomic fundamentals to shield the region from global financial turbulence After the fastest growth in a decade in 2007, the developing economies of the Asia-Pacific region are expected to grow at a slightly slower but still robust 7.7% in The regions developed economies were expected to grow at 1.6% in 2008, slipping from 2% in China and India, the regions economic locomotives, were expected to continue to grow briskly in 2008, boosting the rest of the region. Although exports may suffer from the slower growth in industrial countries, strong domestic demand – driven by private consumption and investment in fast-growing countries and by fiscal accommodation – should cushion the blow. Export- dependent economies in East and South-East Asia will see exports contribute less to growth, but Chinas on-going expansion will continue to offer opportunities. North and Central Asia will continue to benefit from consumption and construction, thanks to income from high energy prices. With economies traditionally driven by domestic demand, South and South-West Asia will benefit from strong private consumption and investment – and from expansionary fiscal policy in some countries. The regions resilience lies mainly in its healthy macroeconomic fundamentals, enabling countries to adopt supportive fiscal and monetary policies. Government budget deficits have gradually declined and, in some countries, have turned to surpluses. There have been no signs of excessive current account deficits, as in the prelude to Countries have reduced their dependence on bank financing, addressed currency mismatches and improved the health of banking sectors. Large foreign reserves have added to the regions resilience. Source: The United Nations Economic and Social Commission for Asia and the Pacific (ESCAP)- Economic and Social survey of Asia and Pacific 2008 South East Asia Economic Overview- how the Asia Pacific region was expected to perform in 2008

4 BE:ASIA- an audience like no other across South East Asia

5 BE:ASIA 2009 SeoulSeoul PusanPusan KaohsiungKaohsiung TaipeiTaipei HongKongHongKong Metro-ManilaMetro-Manila BangkokBangkok PenangPenang KLKL SingaporeSingapore Johor Bahru JakartaJakarta SurabayaSurabaya BE:ASIA 2009 (formerly ABRS) is the 11 th in a series of surveys dating back to 1985 Survey data now released yearly Measures working lives and media consumption of the 240,000 most senior executives working in 44,500 businesses in urban/metro areas of eight Asian countries –Hong Kong –Indonesia –Malaysia –Philippines –Singapore –South Korea –Taiwan –Thailand Geographical coverage

6 Questionnaire areas The BE:ASIA survey includes data on: –Readership of print titles, both national and international –TV viewing –Website data –Company industry, job title and areas of business responsibility –Involvement in purchase decisions and international business –Travel, both for business and leisure –Cars –Some lifestyle and media usage statements Fieldwork was conducted from 16th March 2009 and 26th June 2009 NEW FOR BE:ASIA 2009 : Survey will now have a yearly release period. Simply put, data is fused with the previous survey (50%/50%) to give a larger, more robust sample size for analysis allowing for a yearly data release- even more important in the current economic climate

7 More detail of changes to BE:Asia The key changes are the reduction of questionnaire, telephone screening and annually data release based on two years worth of data. Questionnaire: From 6 pages in to 4 pages Content of questionnaire reduced by 30%. This was done to reduce respondent fatigue and in order to achieve higher response rates. Annual data release based on two years worth of rolling data and weighting The decision to release annually was market driven and to provide greater data stability. Ipsos are releasing annually but sample approx. half the sample size. So in 2008 we had an in-tab sample size of 5641 and in 2009 in-tab sample size of Ipsos have weighted the data 50:50 each year. Reason for this is that it demonstrates a fair and more to up to date survey. It will be a consistent approach moving forward to the next release in By going for the 50:50 approach, Ipsos allow changes to be reflected so at the same time those changes will not turn into big surprises in 2010 survey.

8 There are only 240,000 of them, BUT… … with an average salary of US$140,620, they earn US$34 billion between them, which is twice the GDP of Iceland … their personal net worth is US$243 billion, greater than the GDP of Hong Kong they are responsible for spending US$165 billion on business goods and services, which is larger than the GDP of New Zealand and the United Arab Emirates … they take 2.1 million flights- enough flights to fill over 3,784 Singapore Airlines Airbus A380s (if they bought that many!) … they look after the interests of 32 million employees, which equates to 1/4 of the BE:ASIA countries workforce Who are BE:ASIA respondents? They are a group of individuals who effectively run South East Asia….. Base: All respondents (Sample:9,580 Universe 238,616)

9 What does a BE:ASIA respondent look like? Survey Average Male: Female83:17 Average Age46 C-Suite Executives40% Director or above74% Average size of company270 Frequent Business Travellers (6+ Intl air trips in past 12 months) 34% Business Purchase Decision makers66% Average Income (US$)140,620 Average Net worth (US$)1,018,320 Base: All respondents (Sample:9,580 Universe 238,616)

10 What is the mindset of a BE:ASIA respondents? (attitudes to business and websites) Base: All respondents (Sample:9,580 Universe 238,616)

11 BE:ASIA respondents use of new technology (1) Base: All respondents (Sample:9,580 Universe 238,616)

12 BE:ASIA respondents use of new technology (2) Base: All respondents (Sample:9,580 Universe 238,616)

13 International media continues its growth amongst this elite audience… Base: All respondents (Sample:9,580 Universe 238,616)

14 …as well as international websites Base: All respondents (Sample:9,580 Universe 238,616)

15 Index Respondents who read internationals perform stronger amongst these key targets than those that dont… Base: All respondents (Sample:9,580 Universe 238,616)

16 Index Furthermore, respondents who have internationally focussed jobs, perform even stronger amongst these key targets Base: All respondents (Sample:9,580 Universe 238,616)

17 FT performance

18 Base: All respondents (Sample:9,580 Universe 238,616) Topline coverage of international titles % coverage of BE:ASIA 2009 audience

19 International daily titles since % % change The FT has been the fastest growing title across Asia since 2004! In fact, coverage has more than doubled! The FT has further bridged the gap with the WSJ- now 29% previously 34%(in terms of coverage). The FT added more readers in absolute numbers (+3519) than any other publication. Base: All respondents (Sample:9,580 Universe 238,616) +3% +105% +110% -3% % change % +34% +69% % change % +34% +14% +17%

20 International business weeklies & fortnightlies The Economist has seen the biggest growth amongst the weeklies and fortnightlies % change %+19% % change % +62%+26% +19% +15% +35% +19% Base: All respondents (Sample:9,580 Universe 238,616) % change %+0.4%+19% +2% +1%

21 % coverage Note: write-in question Most Important Business Read Base: All respondents (Sample:9,580 Universe 238,616) The FT ranks 3rd for most important business read- the FT is the most important business read (International titles) in Hong Kong and joint second with the Economist in Singapore

22 FT ReadersWSJA Readers Base: All respondents (Sample:9,580 Universe 238,616) Most Important Business Read amongst readers of FT, WSJA, IHT & Economist 30% of FT readers think it is the most important business read IHT ReadersEconomist Readers

23 Base: All respondents (Sample:9,580 Universe 238,616) Coverage of international websites (visited in past 4 weeks) QUESTION HAS CHANGED SURVEY ON SURVEY MAKING THIS ANALYSIS INCOMPARABLE % coverage of BE:ASIA 2008 audience

24 Base: All respondents (Sample:9,580 Universe 238,616) Coverage of international websites (AVERAGE DAILY AUDIENCE) % coverage of BE:ASIA 2008 audience FT.com coverage up 13% survey on survey

25 Base: All respondents (Sample:9,580 Universe 238,616) International dailies website coverage (AVERAGE DAILY AUDIENCE) % coverage of BE:ASIA 2009 audience FT.com coverage up 13% survey on survey

26 Base: All respondents (Sample:9,580 Universe 238,616) Websites & Print combined (used in past 4 weeks) % coverage of BE:ASIA 2009 audience +29% +38% +43% +38% +43% +60% +58% +84% +179% UPLIFT

27 Survey Average FT ReadersFT.com Users (visited in past 4 weeks) Male: Female83:1786:1481:19 Average Age C-Suite Executives40%49%41% Director or above74%82%76% Average size of company Frequent Business Travellers (6+ Intl air trips in past 12 months) 34%54%47% Business Purchase Decision makers66%74%71% Average Income (US$)140,620233,150168,480 Average Net worth (US$)1,018,3201,655,6001,219,520 Base: All respondents (Sample:9,580 Universe 238,616) FT & FT.com profile across South East Asia- FT.com is also a valuable audience you cannot ignore

28 Comparing the IHT and FT across markets- the FT The FT is still ahead of the IHT after having overtaking them on BE:Asia 08. Base: All respondents (Sample:9,580 Universe 238,616) % reach of ABRS/BE:ASIA audience

29 Copies per reader- the FTs targeted circulation gets the paper in the hands of Asias business elite Base: All respondents (Sample:9,580 Universe 238,616) Number of copies circulated to generate 100 BE:ASIA respondents The FT is the most effective title at reaching BE:ASIA respondents.

30 FT growth in more detail

31 The FTs growth across BE:Asia surveys The FTs circulation across the whole of Asia has increased 54% since across the BE:ASIA markets circulation has increased by over 85% since 2001! Base: All respondents (Sample:9,580 Universe 238,616)

32 % reach of ABRS/BE:ASIA audience The FTs growth by market The FTs growth has not been limited to certain markets- it has grown across all BE:ASIA countries. Base: All respondents (Sample:9,580 Universe 238,616)

33 The FTs growth continues across key audiences % reach of ABRS/BE:ASIA audience Base: All respondents (Sample:9,580 Universe 238,616)

34 Percentage increase in number of C-Suites reached on BE:ASIA (survey-on-survey) Base: All respondents (Sample:9,580 Universe 238,616) The growth story for the FT continues- the FT now reaches 15% more C- Suite Execs than in no other title can match this performance (apart from the IHT- but the FT reaches 31% more C- Suites than the IHT)!

35 US$ Millionaires- respondents net worth US$1m+ 1 in 4 FT readers are US$ millionaires! (The FT reaches 46% more millionaires than the IHT) Base: All respondents (Sample:9,580 Universe 238,616) FT readers are getting richer across South East Asia…

36 Summary

37 Summary of findings- Asia overview The BE:ASIA survey is Asias premier survey at reaching the regions business elite- they are a discerning audience you cannot afford to ignore. International media consumption has grown survey on survey. Also, readers of International media are more likely to be C-suite Executives, Frequent business travellers and perform stronger across a series of key targets. –Moreover, BE:ASIA respondents who are involved in International business perform even stronger amongst these key audiences

38 Summary of findings- FT Performance The FT has been the fastest growing title across Asia since 2004! In fact, coverage has more than doubled! The FT ranks equal #3 for most important business read but is considered the most important read in Hong Kong. Not only has the FT increased reach across the whole survey, but the FT has achieved increased coverage amongst all BE:ASIA markets. FT.com (monthly) reaches 10.3% of the BE:Asia universe. Combine FT.com and FT Print and your reach increases to 19%- an uplift of 58%. The FT has seen significant growth not only across the whole universe but has shown double digit growth in coverage across a number of targets including IT decision makers, C-Suite Executives, Senior Business Purchase decision makers and Senior people working in Finance to name a few.... The FTs increase in readership follows the trend of increasing FT circulation in the Asia region over the past year. In fact, when looking solely at the BE:ASIA countries, FT circulation has increased by 5% over the same period in the BE:Asia countries. Over 1 in 4 (24%) of FT readers across Asia is a US$ millionaire (personal net worth US$1+ million)- similar proportion to the IHT but reaching 46% more of this elusive audience. Overall, the results are extremely positive for the FT and shows the brand is held in as high regard as ever across this very important audience across South East Asia!

39 For more information contact: Enzo Diliberto Head of Research, Europe


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