Asia Pacific Digital Brand Index 10.3

jointlyproduced by Edelman and BrandtologyQ2 2010 (April to June 2010)

Its is the first research project in Asia Pacific to provide insights on the technology brands being discussed online and the most active channels where discussions are taking place.

….ONLINE conversations from EIGHT countries were tracked over a period of THREE months…

DBI Findings
for April – June 2010

Tech brands joining the conversation by creating a presence in Facebook

Twitter became the dominant channel for discussions of technology brands
across Asia
*except in China where it’s banned

Google continued to be the most discussed brand across the region

Australia
Google (25,679 mentions) continues to dominate in terms of online mentions
Twitter continues to grow in popularity and significance.
Whirlpool and Overclockerscontinues to be the most popular discussion channels for technology brands.
154,000 mentions of 60 major technology brands researched across 581 influential online channels

China
Canon made DBI’s Top 10 Buzziest Channels list for the first time.
Samsung, Sony and Nokia led in terms of brand mentions
Google, which topped previously dropped to No. 6 on the Top 10 Buzziest Channels list.

Microprocessor giant AMD leaped into second place from its previous 7th position.
Hong Kong
Twitter surpassed all expectations and establish itself as the “buzziest‟ channel
60% increase in conversations about technological brands
Samsung entered the DBI‟s top ten “buzziest brand‟ list with a 4th place

Software and Consumer Tech brands lead in the overall online technology conversations
India
Google, Microsoft and Apple are leading the conversations online
Apple clocked a 110% increase
in conversations led by mentions of the iPad
Twitter continues to be the de facto channel for news sharing

Indonesia
Twitter and KasKusremain the two major channels that generate the most mentions of technology brands.
Nokia topped the list of Top 10 „Buzziest Brands with 65.8% of its posts took place on Twitter.
Three new brands in the list of the Top 10 „Buzziest Brands‟ – Telkom (6th), Bakrie Telecom (8th) and Sony (9th).

Malaysia
Apple leapfrogged from 8th to the 4th place with 48% increase in brand mentions
Google maintained as the top buzziest brand.
Twitter continues to topthe list of buzziest channels in the last quarter
Google is the most popular online destination

Singapore
Twitter andHardwarezone Forum - Eat, Drink, Man, Woman ranked highest again for technological discussions
Google and Starhub topped the rankings withSingtelbeing third.
Twitter accounted for more than 24 percent of all online conversations in Singapore with more than 30,000 conversations.

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Asia Pacific Digital Brand Index 10.3

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