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RESEARCH, ANALYSIS & TRENDS

New Experian study reveals relevancy is

key to reaching today’s digital consumer

 The accuracy and messaging on integrated content
can be improved across channels with 29 – 44% of
respondents reported receiving conflicting messag-
es depending on the channels such as email, SMS
and apps.

 Asian consumers are happy or very happy to re-
ceive offers based on their purchase history (59%).

Commenting on the findings of the study, Patrick Sim
General Manager of Experian Marketing Services for
South East Asia said, “We are at an interesting turning
point for marketing as consumers are increasingly em-
powered by social media and mobile technology. The
new generation of digital consumers today access in-
According to the latest study released by Experian Mar-
keting Services Asia Pacific, the “Digital Consumer formation on their own terms, expecting it to be current,
View 2015 (Asia)”, 74% of Asian consumers receive relevant as well as device and platform compatible.
personalized mail. However, nearly three out of four This has forced marketers to rethink their engagement
consumers (70%) find the content irrelevant, in spite of strategies when it comes to achieving a single custom-
marketers being aware of the need for personalized er view.”
data; driving home the point that personalization does
not necessarily equate to relevant content. He added, “As seen in the Digital Consumer View
(Asia) 2015, businesses need to move away from a
The study takes a closer look into the digital consumer one-size fits all approach. They need to focus on con-
landscape in Asia and highlights the pressing and im- tent relevancy and accurate targeting efforts or risk
mediate need for businesses and marketers to relook at seeing constant missed opportunities, ultimately im-
their approach to engaging with consumers. In order to pacting a company’s business growth.”
improve the business bottom-line by increasing the ef-
fectiveness of their marketing spend, business need to Consumers spend the most time on their
improve their understanding of consumers’ preferences smartphones
and behavior when it comes to channels, devices and
content. With nearly all respondents (98%) in Asia owning a
smartphone, and 88% choosing to use the device most
Top line findings of Asian consumers from the study: or all of the time, smartphone is the device of choice in
Asia, making it a channel that cannot be ignored by
 Smartphone usage dominates across Asia with 88% businesses seeking to reach consumers in Asia. Con-
using their smartphone most or all of the time. Con- sumers in China are the most prolific users, as 94%
sumers often or very often use their smartphones for use their smartphone all the time.
social chat apps (83%) and surfing the internet
(77%). Consumers are also buying more on the move, with
91% of them having shopped at least once on their
 Across Asia, email was identified as the best per- smartphones. This means that a robust mobile strategy
forming channel for driving a purchase (64%) fol- would have a direct impact on business revenues.
lowed by social media (53%).
Email is best performing avenue despite challenges
 The majority of consumers receives personalized
content via email (74%), social media (69%) and Email on mobile is the best way to reach out to the digi-
SMS (69%) but find the content on email (70%), so- tal consumer. Across Asia, mobile is the most popular
cial media (57%) and SMS (56%) irrelevant. platform for opening emails (68%). At the same time,
the best performing channel for driving a purchase is

8 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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