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Business Advice

Most brands in Singapore still rely heavily on print, TV for branding, marketing

Many brands still rely heavily on traditional media platforms for marketing and branding, a new study revealed on Tuesday
The Business Times - June 24, 2014
By: Angela Tan
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Most brands in Singapore still rely heavily on print, TV for branding, marketing Many brands still rely heavily on traditional media platforms for marketing and branding, a new study revealed on Tuesday - PHOTO: SPH

Many brands still rely heavily on traditional media platforms for marketing and branding, a new study revealed on Tuesday.

According to Haymarket Media's Campaign Asia-Pacific and Nielsen, penetration of television and print advertising platforms remains high, at more than 70 per cent.

However, digital media is playing an increasingly important role for delivering news and information to Singaporeans due to rising ownership of connected devices such as smartphones and tablets.

Close to nine in 10 Singaporeans (87 per cent) own a smartphone, the second highest ownership in Asia Pacific behind Hong Kong. Tablet ownership increased from 17 per cent in 2012 to 47 per cent in 2013, the report noted.

According to the study, Singaporeans' confidence in the state of the local economy, job prospects and their perception of their own personal finances waned in recent years, reflecting the country's close ties to global markets, but has shown signs of strengthening in recent quarters.

In the first quarter of 2014, close to six in 10 Singaporeans (58 per cent) viewed local job prospects over the coming 12 months as good or excellent (up from 50 per cent in Q1 2013).

More than half (54 per cent) perceived their personal finances over the next 12 months to be good or excellent (unchanged versus Q1 2013).

Consumers remain cautious with their spending, with a little more than a third of Singaporeans (37 per cent) believing it is a good time to buy the things they want or need (up from 35 per cent in Q1 2013), although overall spending intentions across many categories have shown signs of improvement in Q1 2014 compared to Q1 2013, particularly intention to spend on fashion, holidays and vacations, home improvements/decorating and technology.

Majority of Singaporeans are also comfortable handling the small price increase without changing their shopping behaviours given the relatively low and stable inflation.

The top brand in the city-state is Samsung.

The Korean manufacturer is followed by Apple, Sony, NTUC FairPrice, Nestle, Canon, Panasonic, Meiji, Nike and Google.

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