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Research International study finds consumers need digital technology & media

29 July, 2008

Call to marketers to drive innovation in the digital space

Some use it to play online games from dusk until dawn, others to blog incessantly or shop ‘til they drop. Still others use it for humanitarian work, to show off their artwork, earn a living or simply to de-stress after a long day.

Digital technology is playing a huge role in the lives of people across the Asia Pacific region and global market research firm Research International decided to grab a regional snapshot of consumers’ different digital lifestyles and needs.

Research International visited the digital lives of young consumers in 9 countries to learn more about how they use digital technology, how it meets their needs, and what they anticipate the future of digital might be.

We found people use everything from mobile phones, digital cameras, PCs, iPods and more to fuel their digital lifestyle.

“We dived into their digital lives so marketers can see how important it is to address people’s attitudes, behaviors and needs when it comes to digital. In the past 10 years, these devices have changed the way we live, and the evolution of digital technology will continue to influence our daily activities and social interactions,” said Luc Rens, regional director APAC, Research International.

“Gone are the days of creating new technology and seeing if there is a demand for it. More than ever before, marketers need to first understand consumer needs in order to harness opportunities and drive innovation within the digital space.”

The research with the consumers has been captured in a special magazine produced by Research International. The articles in the magazine reveal how digital has integrated seamlessly across the diverse cultures in Asia Pacific. Case studies include:

• The Singaporean business consultant who escapes to online games to beat the daily grind;
• The Indonesians learning to express their individuality through digital technology;
• The Taiwanese art students who reveal their creativity online;
• The Philippines make connections with families and friends closer through digital world;
• The Malaysian entrepreneur who keeps increasing his productivity thanks to his PDA;
• The young Chinese woman empowered to do humanitarian work;
• The Indians pick up real-world knowledge through online fantasy worlds;
• The Australian ‘digital matchbox girl’;
• How South Korean youth and digital technology are helping marketers learn more about Gen Y decision-making moments.

Research International is conducting a major online study to glean more insights on what consumers want from digital technology and where it should go.

Research International provides custom research solutions for its clients around innovation, market strategy, brand experience, and service measurement issues. The company operates in over 50 countries and is part of the Kantar Group, a division of WPP.

For more information or to get a copy of the magazine, contact:
Luc Rens
Research International
Tel: +65 63118713

Acrobat Document RI_PressRelease_Digital_Jul08_guide2e50ee7694d4b17.pdf

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