South-East Asians prefer social media to enjoy Olympics: Survey

  • Poll also shows that women will be driving social media engagement around the Olympics
  • More than 50% of Filipinos and Malaysians prefer the Internet to enjoy the Olympics experience

South-East Asians prefer social media to enjoy Olympics: SurveyA SURVEY by ad network Effective Measure has revealed that social media and mobile engagement will be setting new records as the majority of South-East Asian sports enthusiasts flock online to share and comment on their viewing experience of the Games in London.
The June poll also showed that women will be driving social media engagement around the sporting event (click infographic to enlarge).
The poll data revealed that the Internet provided the most value as a source for live updates, with over half of respondents from the Philippines and Malaysia describing it as a preferred platform to extend the viewing experience of sporting events over other sources.
Easy access to player information or schedules of play, ability to access repeated coverage, social sharing options and mobile access were also significant factors.
Dinesh Arasaratnam, regional managing director for South-East Asia at Effective Measure, said, “The Internet plays a huge role in enabling international viewers who are not able to visit London during the Games to still be part of the action – be it through digital TV, social media or the various websites and online news portals covering the event.”
“The rising popularity of smartphones and tablets allows viewers in South-East Asia to access live data and news as a value add to the main broadcast experience.
“Malaysian viewers in particular, indicated that mobile access gave the Internet the edge over other sources, reflecting that better bandwidth or an increase in Wi-Fi access points across the country can increase the extended engagement of live global events,” Dinesh said.
The top three channels that South-East Asians intended to use to comment on the Games were social media, traditional word-of-mouth such as face-to-face interactions or phone conversations and SMS or email.
Social media featured significantly acrossSouth-East Asia, especially in the Philippines (71%), where a majority of respondents stated that social media sites such as Facebook, Twitter and YouTube were their preferred communication channels to comment on sport-related news.
Respondents across all four countries also shared the reasons why they would tune in to the Games. Supporting favorite sport stars rated highest with Malaysians and Indonesians at 34% and 42% respectively.
In the Philippines, the idea of being inspired while watching the Games is the most popular reason at 44%, while Thais believe that the Games is more exciting to watch compared to other programs at 26%.
“We look forward to seeing the metrics shift in online and offline media consumption patterns during the Games and how South East Asia will use social media and mobile to access and engage with the event and brands,” added Dinesh. –
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