Content preferences of 1,648 respondents across six Southeast Asian countries – including Singapore – offer specific opportunities for content creators

SINGAPORE - Media OutReach - 12 September 2019 - Ruder Finn today announced results from its latestresearch, "Entertain Me. Inform Me. Inspire Me. Feed Me: How to SatisfySoutheast Asia With Your Content". Conducted among 1,648 people -- from Singapore,Indonesia, Malaysia, Thailand, the Philippines and Vietnam -- the research offersdeep insights into what consumers prefer, consume, share and believe withrespect to online content. Singapore-based respondents make up 17 percent ofthe sample size.

Good news for brand content creators looking toconnect with audiences in Singapore, as43 percent of local consumers surveyed said they made an unplannedproduct purchase motivated by online content. The top three reasons Singapore-basedconsumers were influenced to make a purchase: 1) the content includedtestimonials from other people, 2) the content was relevant to the consumer, and3) the content provided detailed information about the product or service.

Consumers in Singapore have a heavy appetite for content, as 54 percent areasking for more content that provides entertainment; 46 percent wantmore content that informs and educates; and 42 percent want more newsstories. In addition, 71percent prefer content from international brands as opposed to content fromlocal (i.e., country-based) brands. Also, 56 percent of consumers wantbrand content to be more "honest" and "real."

"Clearly,consumers in Singapore are open to, interested in and motivated by brandcontent, and companies should be proudly labelling their content with theirbrands," says Martin Alintuck, managing director, Southeast Asia for RuderFinn. "The work to be done by brands revolves around ensuring their contentcreates a perception among consumers of authenticity, honesty and reality."

Despitethe accepted opinion that video is "king", the research shows that more thanhalf of consumers (65 percent) prefer to read content as opposed to watch it. Anoverwhelming majority -- 78 percent -- prefer "digestable" content they cancontinually return to for more information. In addition, 74 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 passiontopic for consumers, 4) is always up-to-date and keeps consumers informed, 5)is seen as trustworthy, 6) is visually attractive, 7) is part of an evolvingstory, 8) rewards consumers, 9) offers sales or promotions and 10) makesconsumers feel like they are part of a community.

The1,648 respondents participated in the research through an online survey. Therewere 276 Singapore-based respondents. Participants in the overall study were 18to 35 years old and an even mix of male (49 percent) and female (51 percent).Respondents were predominantly full-time employees (70 percent).

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.