The ‘connected’ Asian consumer

> Tetra Pak Index 2017 pictorial report

A Sthe world becomes more and more “connected” as a result of modern innovation and digital technology, the consumer has become very “informed”. It is a challenging time for brands in today’s market, a complex environment, where brand owners need to keep abreast and go beyond the traditional rules of engagement or lose out and possibly “die a natural death”.

With that, we highlight the informational and interesting Tetra Pak Index 2017, its 10th edition which explores the world of digital and online consumers titled “The Connected Consumer”.

Points to note:

* The consumer journey is shifting from a relatively linear process to a complex network of multiple touch points.

* Consumers today search for product information before, during and after buying.

* At least four information sources of pre-purchase are explored.

* Consumers expect a consistent experience and messaging across all touch points where they interact, especially on social media.

* Third party user-generated content is becoming ever more important with digital accounting for 65% of media time for the average global consumer.

* Independant customer reviews are the second most important marketing influence.

* In the Asian region, more than 1.5 billion people use social media monthly, with 95% accessing platforms via mobile devices – the highest ratio in the world.

* Malaysia is one of the leaders of mobile connectivity – close to 60% of Malaysians make up active mobile internet users.

Said Tetra Pak Malaysia marketing director John Jose: “Consumers here are increasingly using their smartphones to not only consume content but also for activities such as mobile shopping. It is therefore essential for brands to rethink the strategies to woo the next set of power-spenders and engage with connected consumers to understand what drives them to ensure their efforts and investments can optimise and adapt swiftly to achieve maximum returns on their portfolio.”

The report also revealed the important role packaging had to play as a gateway to greater consumer engagement. From digital codes that improve transparency of traceability and offer information about the product and the source, to the multi-sensory experience packing designs provide – packaging is an effective way to build a brand and communicate with consumers. “Today, it has evolved into a key marketing tool used to capitalise on connected consumers’ love for deeper brand engagements,” Jose added.

For more information, visit http://www.tetrapak.com/ about/tetra-pak-index