Content preferences of 1,648 respondents – across six countries – offers specific opportunities for content creators

SINGAPORE - MediaOutReach - 12 September 2019 - Ruder Finn today announced results from itslatest research, "Entertain Me. Inform Me. Inspire Me. Feed Me: How toSatisfy Southeast Asia With Your Content". Conducted among 1,648 people --from Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam -- theresearch offers deep insights into what consumers prefer, consume, share andbelieve with respect to online content.

Goodnews for brand content creators as 63 percent of content consumers surveyedsaid they made an unplanned product purchase motivated by onlinecontent. The top three reasons consumers were influenced to make a purchase: 1)the content offered an incentive or promotion, 2) the content was visuallyattractive, and 3) the content provided detailed information about the productor service.

Consumershave a heavy appetite for content, as 59 percent are asking for more contentthat provides entertainment; 52 percent want more content that informsand educates; and 40 percent want more help and advice. In addition,63 percent prefer content from international brands as opposed to content fromlocal (i.e., country-based) brands. Also, 69 percent of consumers want brandcontent to be more "honest" and "real."

"Clearly,Southeast Asian consumers -- at least from the six countries surveyed -- are opento, interested in and motivated by brand content, and companies should beproudly labelling their content with their brands," says Martin Alintuck,managing director, Southeast Asia for Ruder Finn. "The work to be done bybrands revolves around ensuring their content creates a perception amongconsumers of authenticity, honesty and reality."

Despitethe accepted opinion that video is "king", the research showed that half ofconsumers (52 percent) prefer to read content as opposed to watch it. Anoverwhelming majority -- 70 percent -- prefer "digestable" content they cancontinually return to for more information. In addition, 78 percent wouldrather consume "factual" content versus "emotional" content.

"Theresearch argues for brands to strike a balance between appealing to theemotional needs of a consumer while also sharing the relevant information toinfluence the purchasing decision," says Alintuck. "At the same time, consumersseem to desire an ongoing story or flow of content that brings them back tofamiliar information and places. And they are very open to not just watching contentbut reading it as well."

TheRuder Finn research identified the top 10 preferences for content across thesix Southeast Asian countries. These include, in order of preference, contentthat:  1) is entertaining or fun, 2)teaches something new, 3) is a passion topic for consumers, 4) is alwaysup-to-date and keeps consumers informed, 5) is seen as trustworthy, 6) isvisually attractive, 7) is part of an evolving story, 8) rewards consumers, 9)offers sales or promotions and 10) makes consumers feel like they are part of acommunity.

The1,648 respondents participated in the research through an online survey.Respondents were 18 to 35 years old and an even mix of male (49 percent) andfemale (51 percent). Respondents were predominantly full-time employees (70percent).

Visitwww.ruderfinnsea.com/researchto download "Entertain Me. Inform Me. Inspire Me. Feed Me: How to SatisfySoutheast Asia With Your Content" and find out more about Southeast Asia'scontent habits, preferences and expectations.

About Ruder Finn Southeast Asia

Ruder FinnSoutheast Asia (www.ruderfinnsea.com) is part of theaward-winning, global, integrated communications consultancy, Ruder Finn (www.ruderfinn.com). We're a teamof strategists, writers, creatives, technologists and storytellers. At RuderFinn, we help brands to engage with people and issues they care about throughcompelling campaigns that enhance perceptions and ignite engagements. Oursuccess is a blend of science and art: data-driven, inspirational withrelationships and business results at its centre. Connect with us and explorethe frontiers of "What's Next?" together.