What is the Impact of Digital Content and Storytelling for Brands in 2015?

Recent research from Waggener Edstrom reveals how Indians use computers, mobiles and tablets when searching for content. The "Content Matters: The Impact of Brand Storytelling Online in 2015” report explores the link between devices and social media platforms related to purchase behavior.

India Results

Devices used for search

While the computer still remains the top device for searching items for purchase, the mobile closely follows it. This is interesting insight for brands, which have adopted an Apps only strategy for their products.


Sources of brand information

Word of Mouth and search Engines are the most common sources of information for making a buy decision. However, company websites are preferred while seeking information on finance & banking and consumer electronics (except mobile devices) sectors.
Interestingly, as far as purchase decisions around mobile devices & tablets are concerned, respondents in India mainly rely on review sites and search engines, closely followed by company websites and word of mouth.


Brand Advocacy

While Facebook and WhatsApp remain the most popular platform for sharing content, overall  mobile devices & tablets (49%), healthcare products (46%) and travel & tourism (45%) are most likely to be recommended to friends, colleagues or family. In particular, products and services in these categories are more likely to be asked advice for and hence the recommendations are more likely. Travel & Tourism as a sector in India is on the rise and subsequently the recommendations in this area are more likely.

Those in India are least likely to recommend brands that fall in the Finance & Banking, Beauty Products and Personal Care Products sector as these industries can be termed as more “personal”. Rather consumers in India are more likely to seek advice and recommendation in these categories from experts such as financial & wealth advisors, beauticians or dermatologists .

On a scale of 0-10, how likely are you to recommend your favorite brand to a family, friend or colleague for the following categories? - Attitude breakdown

Today, in the marketing-communications industry across Asia-Pacific there is a general consensus that “content is king”.

But how important is content really? How much does it create tangible value for brands and business? What is the value of digital content for Asian consumers?

In 2015, B2C and B2B consumers will continue to – with more sophistication than ever – utilize the information made available by brands in the digital space – both via online and mobile devices that enable their connectedness in real-time.

In this new proprietary research by Waggener Edstrom, you can discover all the latest findings about how digital content and brand storytelling impacts brands and businesses across 10 Asian markets. The results are fascinating and will help you create more impactful digital communications strategies.

The 2015 study surveyed over 4,000 consumers in nine key markets across Asia-Pacific, including Australia, China, India, Indonesia, Hong Kong, Malaysia, Philippines, Singapore and South Korea. It also covered nine industries, including Beauty Products, Consumer Electronics (excluding Mobile Devices), Finance & Banking, Food & Beverage Products, Healthcare, Mobile Devices & Tablets, Personal Care Products, Restaurants & Dining, and Travel & Tourism were explored.