For fashion tips, 'Millennials' turn to online video: TubeMogul

  • Nearly one-third of respondents say they turn to online video
  • 22.3% of older generations lean heavily on their family and friends

For fashion tips, 'Millennials' turn to online video: TubeMogulMILLENNIALS in South-East Asia are less influenced by celebrities than their parents, and prefer digital video to learn about the latest style trends, according to a report by TubeMogul.
The report showed that nearly one-third (32.1%) of respondents say they turn to online video, whoich trailed behind family and friends (19.7%); movies and television (19.5%); celebrities (16.6%); and magazines and print ads (12.1%).
TubeMogul noted that for decades, consumers looking for the latest fashion trends relied on glossy magazines and well-dressed celebrities.
“Today, given the explosion of time spent on computers and mobile devices in South-East Asia, many luxury brands wonder: Where does the so-called YouTube generation look to for the latest style news?
"Internet video has become the primary channel for young people across South-East Asia when it comes to seeking out the latest style trends and inspiration, out-pacing television and movies," TubeMogul said in its report.
Other findings from the survey include:

  • 22.3% of older generations lean heavily on their family and friends for style trends, while 36.7% of Millennials prefer online video;
  • Women are more likely to watch digital video fashion content (35.9%), than men, who are surprisingly not far behind (32.8%) and
  • At 23.4%, more men than women choose movies and television as a source for style inspiration.

Data for this report came from surveys run through TubeMogul’s programmatic buying platform in South-East Asia. The research was undertaken in the third quarter of 2013 and spanned 731,364 consumers in Singapore, Thailand, Malaysia, Vietnam, Indonesia and the Philippines.
The survey was in multiple-choice form and appeared with a banner ad or pre-roll video ad. To view the full report [PDF], click here.

Related Stories:

TubeMogul injects transparency into video ads

Digital advertising on cusp of tipping point: Media Prima exec

Supermodel Amber Chia launches celebrity fashion site on
Startup hopes social fashionistas will buy Off The Rack Asia

For more technology news and the latest updates, follow us on TwitterLinkedIn or Like us on Facebook.

Keyword(s) :
Author Name :
Download Digerati50 2020-2021 PDF

Digerati50 2020-2021

Get and download a digital copy of Digerati50 2020-2021