The appeal of tracking news stories across different media seems to have its limits – at least among smartphone and tablet-toting businessmen and women of particular interest to international news brands.
Findings from the latest Business Elite: Asia survey, presented to media and agency executives in Hong Kong and Singapore this week, show a slowdown in the number of business people trying out multiplatform consumption of news for the first time, after some dramatic rises in previous years.
This trend, also reflected in the European leg of the survey launched last week, suggests that media habits among this generally affluent yet time-poor group are starting to settle down, explains Sylvia van der Waal, research director for the agency behind the study, Ipsos MediaCT.
“I think that there was a perception out there that given the opportunity, everyone will access media through different platforms,” van der Waal tells Media Business Asia.
“However, different platforms are used at different times for different purposes, and not everyone will feel the need to use multiple platforms,” she adds.
“For some people there might just be one favored way of accessing the brand.”
Over half of the people polled use a single platform – either digital or traditional – to access a particular media brand’s content.
At the same time, about a third of the reach for international news brands on average among business leaders is print or TV only consumption – even though nearly nine out of 10 access digital media every month.
“To effectively reach audiences, both the advertising and media content needs to continue to cater for the particular needs of these audiences, and understand what type of content is needed and most effective at what moment,” van der Waal notes.
“The interaction between these platforms will become increasingly important as these habits set in."
The Business Elite: Asia survey covers Hong Kong, Singapore, Indonesia, Malaysia, the Philippines, South Korea, Taiwan and Thailand.
More topline findings from the survey, including reach figures for traditional and digital media, can be found here.
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