New research will uncover the online habits of mothers across eight markets in Asia
Microsoft Advertising and Starcom MediaVest Group today announced a joint effort to research the online habits of mothers in Asia, and provide advertisers with new insights to this key female audience across the region.
The survey is being conducted across eight markets in Asia, including China, Hong Kong, Taiwan, India, Japan, Malaysia, Singapore and South Korea, with results to be published in March 2010. The study will be conducted on behalf of Microsoft and Starcom MediaVest Group by Synovate, an independent research company, via an online survey. In efforts to contextualise the learnings and insights uncovered by the survey, Starcom will also conduct a series of face-to-face interviews with mothers in the key markets.
The insights will provide advertisers with new approaches to reach a prominent population, who not only purchase products and services for themselves, but also have great influence over the purchasing decision of their household. The survey is also expected to uncover the attitudes of Asian mothers towards new media technology.
Kenneth Andrew, marketing director, Microsoft Advertising, explains, “We are anxiously awaiting the results of this study, which will not only reveal the online habits of mothers, but will also help us design more effective campaigns for our advertisers.”
Joanna von Felkerzam, director of research and insights, North Asia, Starcom MediaVest Group, showed support for the partnership by noting, “SMG’s past research on mothers showed the strength of mother networks, as well as the power of brand advocacy with this key consumer demographic. Working together with Microsoft Advertising enables us to dig even deeper into the world of internet-savvy mothers for laser-sharp targeting across diverse life stages.”
Andrew explained that more than 107 million women between the ages of 25 and 44 access the internet each month in Asia Pacific, comprising 22 percent of the region’s total internet population over the age of 15. Furthermore, women in Asia spend an average of more than 18 hours per month online. The research will provide deeper insights into how mothers use technology, which will help advertisers determine the best platform to reach them.
Commenting on the initiative, Pushkar Sane, chief digital officer, North and South Asia, Starcom MediaVest Group said, “This is one of the many joint initiatives with Microsoft Advertising. Our strategic partnership spans across research, education, measurement and innovation. Mothers are an important audience segment for many of our clients. This initiative will help us bridge the current information gap that exists in our understanding of this key demographic.”
About Microsoft Advertising
Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes all of our digital advertising businesses: our global media network that includes MSN, Windows Live, Office Live, XBOX, Live Search, Facebook and more, and our global technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which together create engaging digital advertising experiences for their consumers. Microsoft Advertising helps make buying and selling media simple, smart and more cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Visit http://advertising.microsoft.com/asia for more information.
About Microsoft Corporation
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, gaming, sports, sponsorship, event marketing and media. With nearly 5,800 employees in 110 offices worldwide, SMG delivers brand-building results for many of the world's leading companies. It is part of Paris-based Publicis Groupe S.A. (Euronext Paris: FR0000130577).
