The study on the Impact of Brand Storytelling Online in 2014 by Waggener Edstrom Communications (WE), surveyed over 2,200 consumers between the ages of 15 and 60, across ten Asia Pacific markets including India, to look at the impact of brand storytelling online and that on driving key consumer behaviors such as brand advocacy, spending, and engagement across six business categories.
Respondents were asked a series of questions related to how they interact with brands across different business sectors, including Travel & Tourism, Mobile Devices, Consumer Electronics and Appliances (excluding Mobile Devices), Food & Beverage products, Personal Care products, and Healthcare.
A staggering 97% of the Indian respondents surveyed follow their favorite brands on social channels. Of this, while mobile devices, consumer electronics, and food & beverage products are among the top three sectors, it is interesting to note that 72% of the Indian consumers surveyed follow their favourite healthcare brand on social channels, which is even higher than the Asia-Pacific average for the healthcare sector at 48% and even ahead of the Indian travel and tourism sector at 68%.
Across Asia- Pacific:
Across the APAC region, Mobile Device brands have the most number of digital fans and followers; 72% of Asian consumers stated that they follow a Mobile Device brand in the digital space.
Healthcare and Food & Beverage sectors enjoy the maximum impact on Asian consumer spending behaviors – with an average increased expenditure of 129% for Healthcare and 90% for F&B as a result of consumers following these category brands online.
78% of Asian digital consumers state they obtain information about product and services using social media.