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.

For the majority of countries in Asia Pacific, official primetime television starts at 6pm and finishes at 11pm*. Taking a closer look at viewing habits around the Asia Pacific region, however, the time slot when the bulk of viewers tune in is between 8pm and 9pm, when close to one third of the Asia Pacific# population (32%) is watching television.

In Southeast Asia, recent Nielsen research indicates that consumers are highly influenced by online advertising, much higher than the global average.

After a year of solid economic growth, Filipino consumers entered 2011 on a high note: GDP in 2010 grew at the fastest rate in 34 years, unemployment declined and inflation rates were under control.

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 …

According to a new Nielsen study, 40 percent of consumers surveyed use vitamins and dietary supplements, with North Americans and Asians leading the world in usage (54% and 43%, respectively).  The highest levels of usage were found in the Philippines and Thailand, with 66 percent of consumers saying they take vitamins, although not every day.  56 percent of U.S. consumers surveyed said they take vitamins or supplements, with 44 percent saying they take them daily.
The primary benefit of taking vitamins and supplements, according to more than 60 percent of those …