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Asia’s business elites still read more print than digital

November 25, 2015

Asian businessman

Print prevails among the business elites in Asia with more than 96% of them reading newspapers or magazines in print, according to "2015 Business Elite Asia" study carried out by Ipsos Connect.

In the latest survey, three out of every four business leaders surveyed claim to read one or more international news or business titles in print. A similar number watch international news networks at least once a month.

They are also amongst the heaviest users of air travel, flying for business or pleasure an average of 11 times a year. Around 41% of them travel first or business class all or most of the time, signalling more opportunities for airlines to better target this group of consumers.

Since the Business Elite tend to earn high salaries (on average US$195,000 per year), some of the products they turn to in order or to express their wealth include luxury brands such as high end watches and premium cars.

With the region’s projected growth, Asia’s business leaders will continue to be an attractive target audience for luxury brands.

Both East Asia and South-East Asia will grow twice as quickly as the global economy as a whole – faster than any other major region of the world, according to a ZenithOptimedia study. The media agency expects this region to be by far the fastest growing advertising market in the world over the next three years, also growing at more than twice the global rate.

Source: marketing-interactive

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