Quantitative Survey Sample and Methodology What Quantitative study conducted using SONAR JWT s online research tool N = 400 adults age 20 to 49 in each of the following markets who have at least a high school degree and whose income falls in the top 50% in their country. We defined this as follows: Who When Vietnam: 4 million VND or more (Monthly) Thailand: 50,001 THB or more (Monthly) Malaysia: RM2,500 or more (Monthly) Singapore: 80,001 SGD or more (Annual) Indonesia: Rp 2.500.001 or more (Monthly) Philippines: 15,000 Peso or more (Monthly) July 23 July 28, 2013
1 ASEAN Consumers attitude towards the AEC
Nothing is as powerful as an idea whose time has come. Victor Hugo, author of Les Miserables, renown French writer
Finding 1.1: Consumers attitude to the Age of ASEAN : Optimism When Southeast Asia Will Peak (Among Market) Indonesia Malaysia Philippines Singapore Thailand Vietnam 66% 60% 55% 53% 51% 38% 32% 30% 25% 24% 14% 7% 13% 10% 8% 8% 5% 4% 5% 5% 4% 4% 2% 2% 2% Distant past Q Recent past Now Near future And thinking specifically about Southeast Asia overall, please tell us which time period best describes when that region was/will be at its peak. Far future
Finding 1.2: This optimism may be fueled, at least in part, by the impending ASEAN Economic Community (2/3 are aware) Awareness of the ASEAN Economic Community (AEC) Indonesia Malaysia Philippines Singapore Thailand Vietnam Total 97% 88% 67 % 60% 60% 57% 42% Aware of the AEC Q Have you heard of the ASEAN Economic Community (AEC) before today?
Finding 1.3: Consumers aware of the AEC know that it about positive economic integration and development The ASEAN Economic Community: In their words An organization that aims to accelerate economic growth, social progress and cultural development. (Indonesia, Female, 30-34) All 10 South East Asian nations to promote a common market for their goods & services while seeking new innovative ways to further strengthen business & unilateral relations amongst countries (Malaysia, Male, 40-44) ASEAN Economic Community is basically an agreement which lets businesses in ASEAN countries expand much easier inside the region. (Philippines, Male, 25-29) Accelerating economic growth, social progress, cultural development among its members, protection of regional peace and stability, and opportunities for member countries to discuss differences peacefully (Singapore, Male, 30-34) AEC was established by the collaboration of 10 countries - with the economical objective - to increase/ expand the negotiation power and to power up the whole area for people better living (Thailand, Female, 40-44) 'is a regional economic bloc including most countries in Southeast Asia, except East Timor. to establish an ASEAN regional economic stability, prosperity and high competitiveness, in which goods, services, investment flows will be free, and free flow of capital than economic uneven development, poverty and economic disparities and social be reduced in 2020. (Vietnam, Female, 30-34) Base: Aware of the AEC Q In your own words, please tell us what the ASEAN Economic Community is.
which may be a reflection of purchasing power, which varies significantly across the region GDP Per Capita (Current International $) Singapore 61,803 Malaysia Thailand 17,143 9,815 Indonesia 4,956 Philippines 4,413 Vietnam 3,635 Source: World Development Indicators database, World Bank 2012.
which may be a reflection of purchasing power, which varies significantly across the region
Labor market JWThoughtstarter: Optimism in what the region can accomplish as a whole is the first step at building a fluid and cross-beneficial labor community
2 ASEAN Consumers share common cultures
Finding 2.1: Being a respectful, warm, family-focused, religious culture unites ASEANS Factors that Unite People in Southeast Asia (Among Total) Respect for tradition 61% The warmth of the people 51% Being family-oriented 50% Respect of aged 48% Love of religion 39% Love of spicy food 28% Harmony 26% Optimism 22% Moving forward 17% Belief in Luck 16% Belief in Karma 16% The desire to retain a sense of home village 16% The desire to escape to the home village for holidays The feeling that anytime is time for a celebration 10% The popularity of football 10% Love of ghost stories 7% Being fork and spoon societies 6% Son of the Sea 6% None of these Q Q 12% 2% People have told us that different things make them feel united with people in other Southeast Asian countries. What, if anything, unites you with other people from Southeast Asia? And although you may have mentioned some of these, which of the following describe what unites you with other people in SE Asia?
Finding 2.2: Culture tends to bleed across borders as neighboring ASEAN markets say their cultures are similar Consider culture similar to own culture (by market) COUNTRY SIMILARITY COUNTRY OF ORIGIN Indonesia Malaysia Philippines Singapore Thailand Vietnam Malaysia 91% n/a 77% 80% 61% 33% Singapore 74% 90% 60% n/a 59% 33% Thailand 63% 60% 73% 43% n/a 53% China 46% 39% 44% 49% 72% 79% Indonesia n/a 83% 73% 38% 47% 30% Vietnam 49% 34% 61% 25% 74% n/a Laos 41% 25% 39% 16% 92% 70% Cambodia 45% 24% 46% 19% 75% 62% Brunei 72% 84% 37% 35% 27% 15% Philippines 56% 33% n/a 23% 58% 34% Myanmar 43% 28% 45% 16% 80% 29% South Korea 25% 18% 28% 35% 40% 34% India 38% 24% 32% 18% 42% 16% Australia 16% 25% 19% 35% 17% 9% United States 10% 17% 34% 30% 14% 7% United Kingdom 9% 19% 13% 28% 15% 5% Netherlands 20% 10% 7% 16% 12% 6% Sweden 8% 7% 7% 19% 13% 6% France 9% 10% 9% 16% 10% 7% Indicates most similar countries Q Thinking about your country s culture, how similar or not similar do you feel it is to the culture in each of the following countries?
Finding 2.3- CULTURE: A similar culture unites Southeast Asians: especially when compared to countries from outside of the region Consider Culture Similar to Own Culture (Among Total) Southeast Asia Malaysia Southeast Asia Singapore Southeast Asia 69% 63% Thailand 58% China 55% Southeast Asia Indonesia 54% Southeast Asia Vietnam Southeast Asia Southeast Asia Southeast Asia Southeast Asia Southeast Asia 49% Laos 47% Cambodia 45% Brunei 45% Philippines 41% Myanmar 40% South Korea 30% India 28% Australia 20% United States United Kingdom Netherlands Q Q What being Southeast Asian Means 19% 15% 12% Sweden 10% France 10% Thinking about your country s culture, how similar or not similar do you feel it is to the culture in each of the following countries? What does being Southeast Asian mean to you, personally? 14
Labor market JWThoughtstarter: Feeling a sense of shared values and common cultures is an environment ripe for the development of a set of principles for a shared labor market
3 ASEAN Consumers are young and wired
Finding 3.1: ASEAN Consumers are wired and young Source: We are Social 2014 Statistics
Finding 3.2: ASEAN Consumers are wired and young In Thailand & Vietnam 74% audience under 35 In Philippines 71% audience under 35
Finding 3.3: ASEAN Consumers are social Finding 3.3: A number of ASEAN consumers are active social networking users Source: We are Social 2014 Statistics
Finding 3.4: A number of ASEAN countries (Indonesia, Philippines and Thailand) are top Facebook countries Source:Facebook 2014
Labor market JWThoughtstarter: Young, wired and social ASEAN consumers can share positive information and can be ambassadors for this dynamic youthful labor market
4 ASEAN Consumers have yet to know ASEAN brands
Finding 4.1: Majority of ASEAN Consumers can t name Southeast Asian brands, with some misattributing Korean brand Samsung Admired Southeast Asian Brands/Companies Q What brands or companies from other Southeast Asian countries do you admire?
Finding 4.2: Across most categories, awareness of ASEAN brands and products is quite low. Awareness ASEAN Brands and Products Beauty / Skin Care / Cosmetics Household cleaning Fast Food Soft Drinks Service / Hospitality Packaged Food Health / Energy / Wellness Q For each of the following products or services, please name a Southeast Asian brand or company from outside of your own country. If you can t think of any, please just say so.
Finding 4.3. When drilled down, for a handful of categories, very few Southeast Asian brands are noteworthy. These brands include Petronas, Proton Singtel, Maybank, Tiger, and Chang. Awareness ASEAN Brands and Products (cont.) Q Fuel Automotive Technology and Electronics (other than mobile) Mobile Phones / Telecom Banking / Financial Alcoholic Beverages For each of the following products or services, please name a Southeast Asian brand or company from outside of your own country. If you can t think of any, please just say so. 25
Finding 4.4: The airline category is an exception as consumers can name several different brands from other ASEAN countries Awareness ASEAN Brands and Products (cont.) Airlines Soft Drinks Q Alcoholic Beverages For each of the following products or services, please name a Southeast Asian brand or company from outside of your own country. If you can t think of any, please just say so. 26
Labor market JWThoughtstarter: JWThoughtStarter: The time is ripe for dynamic companies to create newer ASEAN brands who will create business growth, netting new jobs for the ASEAN labor market
The thought of creating an ASEAN cross-country labor market with its own set practices and privileges for the workforce is an idea (and a campaign) waiting to happen. Warm up to working across the ASEAN! -JWT Manila
Thank you for your interest and attention. For more information about our ASEAN consumer study, please email: Melissa Crucillo, CEO, melissa.crucillo@jwt.com Pam Garcia, Planning Director, pam.garcia@jwt.com