be:asia 2009- a multimedia survey of south east asias business elite enzo diliberto global research...

BE:ASIA 2009-A multimedia survey of South East Asia’s business elite

Enzo DilibertoGlobal Research TeamLaunch- 22nd September 2009

ASIA- not as affected as most regions during this economic

downturn…

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 2008. The region’s developed economies were expected to grow at 1.6% in 2008, slipping from 2% in 2007.

China and India, the region’s 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 China’s 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 region’s 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 1997. 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 region’s 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

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

BE:ASIA 2009

SeoulSeoulSeoulSeoul

PusanPusanPusanPusan

KaohsiungKaohsiungKaohsiungKaohsiung

TaipeiTaipeiTaipeiTaipei

HongHongKongKongHongHongKongKong

Metro-ManilaMetro-ManilaMetro-ManilaMetro-ManilaBangkokBangkokBangkokBangkok

PenangPenangPenangPenangKLKLKLKL

SingaporeSingaporeSingaporeSingaporeJohor BahruJohor BahruJohor BahruJohor Bahru

JakartaJakartaJakartaJakarta

SurabayaSurabayaSurabayaSurabaya

• BE:ASIA 2009 (formerly ABRS) is the 11th 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

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

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 2009. 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 3939.

• 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 2010. 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.

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)

What does a BE:ASIA respondent look like?

Survey Average

Male: Female 83:17

Average Age 46

C-Suite Executives 40%

Director or above 74%

Average size of company 270

Frequent Business Travellers (6+ Int’l air trips in past 12 months)

34%

Business Purchase Decision makers 66%

Average Income (US$) 140,620

Average Net worth (US$) 1,018,320


What is the mindset of a BE:ASIA respondents? (attitudes to business and websites)


0

10

20

30

40

50

60

70

80

90

100All Respondents

Hong Kong

Indonesia

Malaysia

Philippines Singapore

South Korea

Taiwan

Thailand

Having An International Perspective On Business And Current Affairs Is Important To MeI Like To Own The Latest Technology Products And ServicesI Consider Myself An Opinion LeaderI Often Get Ideas About Which Products To Buy From AdvertisingUsing A Business Publications Website Is Part Of My Daily Routine

BE:ASIA respondents’ use of new technology (1)


0

10

20

30

40

50

60All Respondents

Hong Kong

Indonesia

Malaysia


South Korea

Taiwan

Thailand

Read A Blog Online - Use Of New Technologies In Past 4 Weeks

Contributed To A Blog Or Posted Your Ow n Blog Online - Use Of New Technologies In Past 4 Weeks

Dow nloaded (Or View ed) A Video Podcast File From The Internet For Playback On Your Computer Or Mp3 Player - Use Of New Technologies In Past 4 Weeks

Used iTV/Interactive TV - Use Of New Technologies In Past 4 Weeks

Watched Video On Demand Programming Through Your Cable Or Satellite System - Use Of New Technologies In Past 4 Weeks

BE:ASIA respondents’ use of new technology (2)


0

5

10

15

20

25All Respondents

Hong Kong

Indonesia

Malaysia


South Korea

Taiwan

Thailand

Used Rss Feeds/E-mail Alerts/Widgets - Use Of New Technologies In Past 4 Weeks

Visited Social Netw orking Sites - Use Of New Technologies In Past 4 Weeks

Accessed Online Content Via Blackberry/Mobile Phone - Use Of New Technologies In Past 4 Weeks

Used Wi-Fi Netw orks Outside The Home Or Office - Use Of New Technologies In Past 4 Weeks

International media continues it’s growth amongst this elite audience…


65.6%

66.4%

70.0%

77.0%

Read an International title

ABRS 2004 ABRS 2006 BE:ASIA 2008 BE:ASIA 2008

…as well as international websites


61.0%

73.0%

Visited an international website in past month

BE:ASIA 2008 BE:ASIA 2008

108 108

114

120

50

60

70

80

90

100

110

120

130

C-Suite IT decision makers Control budgets ofUS$1m+

Taken 6+ Int'l businessair trips in past 12 months

Read Int. Titles Do Not Read Int Titles Index

Respondents who read internationals perform stronger amongst these key targets than those that don’t…


Index

Furthermore, respondents who have internationally focussed jobs, perform even stronger amongst these key targets


116 118

148 150

40

60

80

100

120

140

160

C-Suite IT decision makers Control budgets ofUS$1m+

Taken 6+ Int'l businessair trips in past 12 months

Involved in International business Not involved in International business

FT performance


Topline coverage of international titles

3.4%

4.3%

6.9%

7.3%

7.9%

10.5%

12.0%

12.5%

15.6%

16.8%

17.0%

17.2%

18.2%

20.0%

20.4%

21.9%

22.5%

4.3%

5.9%

8.3%

8.1%

10.3%

10.5%

11.5%

17.8%

15.8%

16.7%

17.0%

17.7%

23.3%

19.3%

22.6%

22.4%

1.9%

3.2%

7.1%

5.5%

5.2%

6.2%

7.1%

7.9%

18.8%

19.6%

12.6%

14.5%

14.5%

15.8%

17.7%

17.1%

18.9%

3.7%Asia Inc.

USA Today

IHT

Yazhou Zhoukan

Asiamoney

Business Traveller

FT

Harvard Business Review

BusinessWeek

WSJA

Forbes

Economist

Fortune

Readers Digest (English)

Newsweek

Nat'l Geographic

Time

ABRS 06

BE:ASIA 08

BE:ASIA 09

% coverage of BE:ASIA 2009 audience

International daily titles since 2004

16.3%

5.7%

2.1%

19.6%

7.1% 7.1%

3.2%

15.8%

5.9%

10.5%

3.2%

16.8%

6.9%

12.0%

4.3%

7.7%

WSJA IHT FT USA Today

ABRS 2004 ABRS 2006BE:ASIA 2008 BE:ASIA 2009

-10% % change 2004-2009

•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.


+3% +105%+110%

-3% % change 2006-2009 -14% +34%+69%

% change 2008-2009 +6% +34%+14%+17%

International business weeklies & fortnightlies

17.9%

15.3%

10.2% 10.5%

18.9%

17.7%

14.5% 14.5%

12.6%

22.4%

19.3%

17.7%17.0% 16.7%

22.5%

20.4%

18.2%17.2% 17.0%17.1%

Time Newsweek Fortune Economist Forbes

ABRS 2004 ABRS 2006 BE:ASIA 2008 BE:ASIA 2009•The Economist has

seen the biggest growth

amongst the weeklies

and fortnightlies

% change 2004-2009 +69%+19%

% change 2006-2009

+26%

+62%+26%

+19%

+19%

+15% +35%+19%


% change 2006-2009

+3%+0.4% +19% +2%+1%

% coverage

Note: write-in question

Most Important Business Read


7.3%

7.0%

6.4%

5.7%

5.1%

5.1%

3.4%

2.5%

2.1%

1.5%

WSJA

Economist

Financial Times

BusinessWeek

HBR

Fortune

Forbes

Time

Newsweek

IHT

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

3%

12%

15%

30%

IHT

Economist

WSJA

FT

3%

11%

12%

30%

IHT

FT

Economist

WSJA

FT Readers WSJA Readers


Most Important Business Read amongst readers of FT, WSJA, IHT & Economist30% of FT readers think it is the most important business read

14%

15%

16%

19%

FT

Economist

IHT

WSJA

IHT Readers

3%

13%

14%

25%

IHT

WSJA

FT

Economist

Economist Readers


Coverage of international websites (visited in past 4 weeks) QUESTION HAS CHANGED SURVEY ON SURVEY MAKING THIS ANALYSIS INCOMPARABLE

40.3%

32.4%

24.3%

14.7%

13.9%

14.9%

14.4%

12.3%

13.3%

12.9%

12.2%

10.8%

9.5%

14.8%

9.1%

10.3%

10.8%

9.6%

5.9%

6.7%

7.1%

28.6%

21.9%

15.1%

14.7%

14.6%

13.8%

13.5%

13.1%

12.8%

12.5%

11.7%

11.5%

11.5%

11.3%

11.3%

11.2%

10.9%

9.7%

9.3%

9.2%

36.1%news.yahoo.com

news.google.com

cnn.com

news.bbc.co.uk

nationalgeographic.com

bloomberg.com

businessweek.com

time.com

newsweek.com

economist.com

wsj.com

forbes.com

hbr.com

cnnmoney.com

usatoday.com

ft.com

cnbc.com

nytimes.com

yzzk.com

cfo.com

iht.com

BE:ASIA 09

BE:ASIA 08



Coverage of international websites (AVERAGE DAILY AUDIENCE)

22.4%

15.1%

7.7%

4.4%

4.4%

3.3%

3.0%

2.8%

2.7%

2.5%

2.5%

2.2%

2.1%

1.7%

1.7%

1.6%

1.3%

1.1%

0.8%

0.5%

0.5%

12.2%

6.9%

4.3%

3.2%

3.2%

2.8%

2.3%

2.8%

2.2%

2.1%

2.6%

1.7%

1.5%

1.6%

1.6%

1.5%

1.4%

0.7%

0.7%

0.8%

17.2%news.yahoo.com

news.google.com

cnn.com

bbc.com/bbc.co.uk

bloomberg.com

cnnmoney.com

businessweek.com

newsweek.com

nationalgeographic.com

economist.com

wsj.com

time.com

cnbc.com

ft.com

nytimes.com

forbes.com

usatoday.com

harvardbusiness.org

iht.com

cfo.com

yzzk.com

BE:ASIA 2009

BE:ASIA 2008


FT.com coverage up 13% survey on survey


International dailies website coverage (AVERAGE DAILY AUDIENCE)

1.7%

1.7%

1.3%

0.8%

2.10%

1.50%

1.60%

1.50%

0.70%

2.5%

wsj.com

ft.com

nytimes.com

usatoday.com

iht.com


FT.com coverage up 13% survey on survey


Websites & Print combined (used in past 4 weeks)

22.5%

20.4%

17.2%

17.0%

16.8%

15.6%

12.0%

6.9%

4.3%

13.3%

12.9%

10.8%

12.2%

14.4%

10.3%

7.1%

9.1%

29.0%

28.2%

24.7%

23.4%

24.1%

25.0%

18.9%

12.7%

12.0%

12.3%Time

Newsweek

The Economist

Forbes

The Wall Street Journal Asia

BusinessWeek

Financial Times

International Herald Tribune

USA Today

Print

Website

Print & website combined


+29%

+38%

+43%

+38%

+43%

+60%

+58%

+84%

+179%

UPLIFT

Survey Average

FT Readers FT.com Users (visited in past 4

weeks)

Male: Female 83:17 86:14 81:19

Average Age 46 48 45

C-Suite Executives 40% 49% 41%

Director or above 74% 82% 76%

Average size of company 270 306 291

Frequent Business Travellers (6+ Int’l air trips in past 12 months)

34% 54% 47%

Business Purchase Decision makers 66% 74% 71%

Average Income (US$) 140,620 233,150 168,480

Average Net worth (US$) 1,018,320 1,655,600 1,219,520


FT’ & FT.com profile across South East Asia- FT.com is also a valuable audience you cannot ignore

Comparing the IHT and FT across markets- the FT

12.0

15.5

17.3

13.614.5

19.0

26.5

14.915.6

6.9 6.58.0

6.6

8.6

10.8

18.2

8.0 8.5

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Tota

l

Hong K

ong

Singa

pore

South

Kor

ea

C-Sui

te e

xecs

6+ in

tl bus

ines

s tri

ps, l

ast y

ear

Perso

nal in

com

e US$2

50k+

Own

a pla

tinum

/pre

miu

m c

redi

t car

d

Reven

ue G

ener

atin

g Pro

perty

FT IHT

•The FT is still ahead of the

IHT after having overtaking

them on BE:Asia 08.


% reach of ABRS/BE:ASIA

audience

Copies per reader- the FT’s targeted circulation gets the paper in the hands of Asia’s business elite

116

150

158

171

200

318

394

367

94

165

174

197

313

367

136

253

Financial Times

Fortune

The Economist

WSJ Asia

Forbes

Newsweek

IHT

Time

BE:Asia 08

BE:Asia 09


Number of copies circulated to generate 100 BE:ASIA respondents

The FT is the most

effective title at reaching

BE:ASIA respondents.

FT growth in more detail

The FT’s growth across BE:Asia surveys

5.7%

7.1%

10.5%

12.0%

5.7%

34,048

38,152

14,674

20,773

23,76725,762

27,151

30,22924,832

37,044

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

2001 2004 2006 2008 20090

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

ABRS/BE:ASIA % reach Total Asian circulation Circulation in BE:ASIA countries

• The FT’s circulation across

the whole of Asia has

increased 54% since 2001-

across the BE:ASIA markets

circulation has increased by

over 85% since 2001!


5.7

9.7

7.7

1.9 2.0

5.8

1.9

6.1

7.1

8.8

13.1

10.0

3.2

7.8

3.3

5.1

10.5

13.5

16.6

12.8

4.9

7.9

12.0

8.7

7.9

12.0

15.5

17.3

13.6

5.3

8.5

15.1

9.0

12.2

7.9

4.2

0

5

10

15

Total Hong Kong Singapore South Korea Taiwan Thailand Malaysia Philippines Indonesia

ABRS 2004 ABRS 2006

BE:ASIA 2008 BE:ASIA 2009% reach of

ABRS/BE:ASIA audience

The FT’s growth by market

•The FT’s growth has not

been limited to certain

markets- it has grown

across all BE:ASIA

countries.


5.7

7.0

9.0

10.4

14.2 14.4

7.1

9.89.2

11.5 11.1

18.6

10.5

11.8

14.0 13.9

16.6

18.319.1

12.0

13.3

15.416.0

19.019.9

21.5

7.6

17.6

0.0

5.0

10.0

15.0

20.0

25.0

Total Director orabove

Personallyinvolved in

Internationalbusiness

Involved inpurchasedecisions

$500k+

Taken 6+ intlbusiness trips

Earn $150k+p.a.

Hold offshoreinvestments

ABRS 2004 ABRS 2006

BE:ASIA 2008 BE:ASIA 2009

The FT’s growth continues across key audiences

% reach of ABRS/BE:ASIA

audience


7.0%

15.0%

15.0%

12.0%

7.0%

6.0%

6.0%

6.0%

2.0%

-11.0%

-15.0% -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0%

BE:ASIA08

FT

IHT

Newsweek

WSJA

Fortune

Time

Forbes

Economist

BusinessWeek

Percentage increase in number of C-Suites reached on BE:ASIA (survey-on-survey)


•The growth story for the

FT continues- the FT now

reaches 15% more C-

Suite Execs than in 2008-

no other title can match

this performance (apart

from the IHT- but the FT

reaches 31% more C-

Suites than the IHT)!

US$ Millionaires- respondents net worth US$1m+

15.0

30.6

25.6

25

22.9

22.8

23.3

19.4

19.8

19.5

BE:Asia09

IHT

Financial Times

The Economist

Fortune

Forbes

WSJ Asia

Time

Newsweek

BusinessWeek

• 1 in 4 FT readers are

US$ millionaires!(The FT reaches 46% more

millionaires than the IHT)


FT readers are getting ‘richer’ across South East Asia…

Summary

Summary of findings- Asia overview

• The BE:ASIA survey is Asia’s premier survey at reaching the region’s 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

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 FT’s 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!

For more information contact:

Enzo Diliberto

[email protected]

Head of Research, Europe

be:asia 2009- a multimedia survey of south east asias business elite enzo diliberto global research...

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