With increased access to broadband networks, a proliferation of WiFi sites and a burgeoning smartphone market, it is little surprise that residents of six countries in Southeast Asia are going online with gusto. But what is really raising eyebrows is the fact that in some of these countries Internet usage is now surpassing traditional media such as TV, radio or print.

As inflationary concerns continue to mount across Asia Pacific, more shoppers are turning to promotional offers for some respite from the rising prices of fast-moving consumer goods (FMCGs), according to a Nielsen study on shopper trends. Shoppers in Vietnam and Malaysia were particularly motivated by promotions, followed by shoppers in China.

The number of Malaysians accessing the Internet hit 41 percent in 2010, a 15 percent increase over the previous year, according to The Nielsen Company’s Mobile Insights Survey.

Advertising spending in Malaysia posted solid growth in 2010, posting a 16 percent increase for the year and totaling RM 7.7 billion (more than US$2.5 billion), according to a new report from The Nielsen Company.

Strong economic growth, more affluent populations and changing societies have transformed the way consumers throughout the Asia Pacific region shop for their groceries and other goods.

Driven by strong economic performances and rapidly improving consumer confidence levels in the first quarter of 2010, media advertising activity across 12 Asia Pacific markets surged by 18% – the second consecutive quarter of positive growth.

Like shoppers around the world, consumers across Asia Pacific have become focused on saving and reducing debt this year, and as a result, have become less inclined to spend on bigger ticket items and out-of-home-entertainment.

Overall ad spending stayed afloat in Q1 ‘09 vs. Q1 ‘08
Toward the end of 2008, the global downturn was adversely impacting advertising spending throughout many key markets around the world, with Europe and the Americas struggling more than others.  The exception to this was Asia Pacific (APAC), which appeared to be relatively impervious to the worst of the downturn. Beginning in late 2008, and escalating as the first quarter of 2009 unfolded, the majority of APAC markets were finally succumbing to declining economic conditions with substantial declines in advertising activity. …

Indonesia, Malaysia, Singapore and the Philippines all recorded sound growth in ad spending in 2008 despite the global economic downturn.  Meanwhile, ad spending in Thailand dropped 3 percent during the year as political instability took a toll.
INDONESIA
Leading the group was Indonesia, where ad spending increased 19 percent in 2008 over the previous year, and all four quarter showed growth.

Media Outlet
2008 (US$000s)
2007 (US$000s)
% Change

TV
2,868,654
2,522,678
14%

Newspapers
1,499,080
1,165,809
29%

Magazines
182,731
149,715
22%

TOTAL
4,550,465
3,838,202
19%

Source: Nielsen AIS

The top 10 ad spending categories combined represent 77 percent of all main media spending in Indonesia.  The office equipment/computers/communications category led spending …

The economic decline has affected most parts of the world, but some have been hit harder than others.  One region that seems to be holding its own is Asia Pacific (APAC).  Although consumer confidence in APAC has declined in recent months, those declines have generally not been as steep as in Europe or North America.  Eight of the twelve markets for which Nielsen tracks ad spending posted growth in 2008 over 2007.  That said, most of the markets were registering declines by the fourth quarter.
Main media, defined by Nielsen as …