Y&R division plans internet study in Asia

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SINGAPORE--Interactive media company Brand Dialogue says it will conduct the Asian region's most comprehensive study of Internet users to date.

Dubbed the Survey of Asian Attitudes and Demographics on the Internet (SAADI), it will be orchestrated by opinion research and strategic consulting company Wirthlin Worldwide on behalf of Brand Dialogue to deliver insights into the character of Asia's Internet user market, estimated at 22 million people.

Users will be categorized by demographic, behavioral and attitudinal dimensions in the target countries - initially Hong Kong, Taiwan and Singapore - with plans to roll out the survey into other regions.

"Interactive marketing is about consumer empowerment and the more we know about what users want, the easier it is for us to help our clients serve those needs," says Matt Gilbert, Singapore-based regional director of Brand Dialogue in Asia. "The bottom line is that our clients want to know how to serve this population better. This survey's results will tell them how they can."

He adds, "Who uses the Internet and how people use the Internet is still a mystery in Asia. Brand Dialogue is going the extra mile and expense to make sure it has the most accurate and comprehensive information of Internet users available in Asia."

Wirthlin Worldwide has completed a similar study in the U.S., according to Bruce Blakeman, general manager of Wirthlin Worldwide in Asia-Pacific, also based in Singapore.

"What we found is that any Internet user survey must have respondents recruitment off-line as well as online. This is the only way to insure that the survey truly reflects the Internet user population."

Off-line interviews will be conducted using random selection and probability sampling methodologies. In both cases, telephone interviews will be conducted with respondents interviewed both at home and in their offices. The survey should be completed by March 1999.

Brand Dialogue, part of the Young & Rubicam and Dentsu Young & Rubicam network, specializes in marketing strategies for interactive media, including design, research and conceptualization as well as media planning, buying and tracking.

Copyright December 1998, Crain Communications Inc.

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