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Synovate PAX survey shows a decade of growth in Asia


Highlights spending power of Asia’s elites as well as ten year trends in consumption

3 October 2006 - SINGAPORE — Leading global research company Synovate, today launched the 2006 Synovate PAX media survey results - at the same time revealing ten year trends in Asian media consumption, prosperity and influence.

Global Head of Media for Synovate Steve Garton, said Synovate PAX was celebrating its tenth year as a benchmark survey on the media consumption, wealth, ownership and attitudes of Asia’s elite.

"The last decade has been extraordinary for Asia. Of course there have been ups and downs - but, overall, the region has undergone a major transformation and a number of countries now enjoy disposable income levels the same as, or close to, those of nations classed as ’developed’.

"This is all part of a global shift in trade and investment - developing economies now contribute half of world GDP - and there is every sign this redistribution and growth of wealth will continue in this part of the world.

“Asia is now firmly a driver of world growth. We are delighted that Synovate PAX has been measuring the consumption of the region’s affluent residents for these ten critical years, giving marketers and media owners insight into this crucial segment of consumers,” he said.

The Synovate PAX survey focuses on top-tier consumers and links their media usage with consumption of luxury goods and services, offering vital marketing intelligence to media organisations, planners and advertisers.

Craig Harvey, Synovate’s Director for Media Research in Asia Pacific, said that the PAX audiences were amongst the key beneficiaries of Asia’s growth.

“This remarkable consumption clout is evident across the wealthy and influential people covered by Synovate PAX. Growth in the affluent classes and their ability to purchase high ticket items is well demonstrated by the PAX results over the past ten years,” he said.

Just a few examples of growth across the decade are:

* Synovate PAX started in 1997 covering seven core markets and close to six million affluent Asians. It now covers 11 markets and over 14 million individuals with high disposable incomes
* The personal income of PAX respondents increased by 86%, whilst household income rose 76%. Using GDP as a benchmark, these income increases are noteworthy. GDP for the region (excluding China) increased around 22% over the same period
* Internet access is up 132% over ten years
* Computer notebook ownership has exploded, up 225% compared to ten years ago
* Mobile phone ownership grew by 84%. Indeed 86% of PAX respondents own a mobile phone and, of this 86%, 48% have both internet and camera functionality
* Wine consumption is up 184% in ten years, reflecting the changing tastes of affluent Asians
* Foreign currencies as an investment grew by 287%, an indication of the sophisticated nature of today’s investment portfolios across the PAX elites

Synovate PAX tracks affluent Asians across 11 markets in Asia Pacific - Singapore, Hong Kong, Australia, Japan, Korea, Taiwan, Malaysia, Philippines, Thailand, Indonesia and India.

Notes to editor

1. The trend figures in this release cover the ten year period that Synovate PAX has been running. The 1997 figures cover seven markets of Asia and the latest 2006 figures cover ten markets (Tokyo, the 11th market, is excluded from the analyses as only TV consumption is measured). All figures have been weighted to be fully representative of affluent Asians.
2. Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle, high-end product ownership and the future purchase intentions across the region.

The available releases and fact sheets are called:

* A decade of digital
* Singapore affluent on the rise
* Synovate PAX Q2 2006 regional media reach
* Media habits, attitudes and lifestyle of affluent Asians
* Comparing Asia’s elite

About Synovate

Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 5,500 staff in 108 cities across 50 countries.

For more information on Synovate visit


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