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Young and Affluent Asian Women Form the New Internet Power Bloc
2 April 2006 MSN, the world's leading online destination, said today that affluent and upwardly mobile young women are a growing force in the Asia Pacific Internet landscape as more of them get connected and spend more time online.
Based on results of the latest Pan Asia Pacific Cross Media (PAX) survey* conducted by market research firm Synovate, these alpha females with higher than average disposable income comprise the fastest growing segment of female Internet users in the region.
Over 74% of PAX female respondents between 25-34 now have access to the Internet; two thirds of them now have a broadband connection, representing an increase of 13% from last year. More women from this age group are going online both from home and from work.
While women now represent close to half all Internet users, they have unique online interests. According to the Synovate PAX findings, the majority of these women spend more than 50% of their time online communicating with friends and family through Instant Messaging such as MSN Messenger and email such as MSN Hotmail.
The survey also uncovered changing media consumption habits among women in Asia. While television and print media have traditionally been strong, the survey showed a continuous decline in print readership. Hong Kong, for instance, has experienced a 5% decline in the number of print readers. Today, the territory has an average issue readership of 89%.
Targeting Women Online
Meanwhile, the Synovate PAX survey revealed that the MSN network reaches about 50% of PAX female respondents. They are heavy Internet users who spend over 16 hours online every week, which is 34% longer than the weekly average for other women in different age groups.
"With around half of today's online audience in Asia being female, advertisers have a unique opportunity to promote products and services that appeal to this demographic," said Gina Hertel, Head of Trade Marketing in Asia Pacific and Greater China for MSN.
She added: "Over the past 12 months, we have seen a growing number of lifestyle driven online campaigns on MSN targeting young and affluent women. Well-known brand advertisers such as Christian Dior, L'Oreal, Shuemura, and Lancome in Taiwan; Nokia and Sony Ericsson in Hong Kong, and Nike Woman in Singapore are realizing the huge potential of this largely untapped online audience."
The Synovate survey found that 62% of young women aged 25 to 34 are receptive to advertising as a valued source of information. In addition to having more positive perceptions towards advertising messages they have a high propensity to spend on branded and luxury items. This is particularly true in Hong Kong where PAX female respondents scored the highest with over 56% expressing intention to purchase luxury items, a 20% increase from 2004.
* The Synovate PAX data referenced herewith covers 7 markets including
Hong Kong, Singapore, Malaysia, Taiwan, Thailand, Korea and India.
PAX tracks the changing attitudes and buying habits of people in the
top 20% of the Internet population -- mostly top executives and
affluent adults -- representing over 13 million people.
About MSN and Windows Live
MSN attracts more than 465 million unique users worldwide per month. With localized versions available globally in 42 markets, MSN is a world leader in delivering compelling programmed content experiences to consumers and online advertising opportunities to businesses worldwide.
Windows Live, a new set of personal Internet services and software, is designed to bring together in one place all the relationships, information and interests people care about most, with enhanced safety and security features across their PC, devices and the Web. MSN and Windows Live will be offered alongside each other as complementary services. Some Windows Live services entered an early beta phase on Nov. 1, 2005; these and future beta updates can be found at http://ideas.live.com . MSN is located on the Web at http://www.msn.com . MSN worldwide sites are located at http://www.msn.com/worldwide.ashx .
Microsoft and MSN are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.
For more information, press only:
Ellen O'Gorman
Edelman
Tel: +852-9282-0947
Email: ellen.ogorman@edelman.com
Brigid O'Connor
Edelman
Tel: +852-2837-4742
Email: brigid.o'connor@edelman.com
Source: prnewswire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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