Study finds Asians trust lux advertising

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[Hong Kong] Affluent Asians try out new gadgets, stay on top of new technology, trust advertising and have confidence in the quality of local brands more than foreign imports, according to the Pan Asia Pacific Cross Media (PAX) Survey recently conducted by Aegis Group's Synovate research division.

PAX tracks the prosperity, purchasing habits and use of regional media by wealthy consumers in 11 Asian countries, including Japan. In one key finding, Asia's financial elite are confident about the region's economic progress. "Last year's economic setback, triggered by SARS, is simply history," said Steve Garton, Synovate's Hong Kong-based media director, Asia/Pacific. That suggests "a buoyant year ahead for high-ticket luxury items and technology." Overall, 20% of respondents said they intend to buy a new car, followed by a new mobile phone (13%). Others intend to buy designer goods and fashion accessories (10%), a flat screen TV (10%), or a Plasma TV (9%).

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