August 9, 2013 Vol. 9

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Global HABIT

• Ownership of either a mobile phone or a smartphone is at least 90% in all 14 Asian

cities

• Males & females in their 20s drive smartphone ownership in Asia. They use them

mainly as social media tools

• In cities with high smartphone ownership (Seoul, Hong Kong, Singapore, Taipei),

TV, computer and smartphone have become the Big Three media

August 9, 2013 Vol. 9

To support marketing communication in the global market place, Hakuhodo has conducted its Global HABIT survey of

sei-katsu-sha1 each year since 2000. Conducted in major cities in Asia, Europe and the United States, the survey polls middle- and high-income earners. Results of analysis are released regularly. This time, we report results of analysis of smartphone2 ownership, service usage and length of media contact in 14 Asian cities.

1. Mobile devices (whether mobile phone or smartphone) are now a major media in the

cities of Asia

While household ownership of a computer varies from around 30% to 100% across the cities, personal ownership of a mobile phone or smartphone is almost universal, at over 90%, in all the cities surveyed. Comparing personal ownership of mobile phones and smartphones, we found three groups of cities; (1) cities where smartphone ownership is high, (2) cities where smartphone and mobile phone ownership are roughly the same, and (3) cities where mobile phone ownership is still the norm. It looks like Asia is in a period of gradual transition from mobile phone to smartphone.

2. Looking at sex and age group, it is males and females in their 20s who are driving

smartphone ownership

Across Asia overall, males and females in their 20s are driving the spread of smartphones. In cities with smartphone ownership rates of at least 60% (Seoul, Hong Kong, Singapore, Taipei), smartphones have spread amongst to age groups from teens to 50s, not just those in their 20s. In cities were smartphone ownership is in the 40%–59% range (Beijing, Shanghai, Guangzhou), smartphones are yet to spread to the older age cohorts. In cities with ownership rates of less than 30%, the situation varies from city to city, but in Bangkok and Jakarta, smartphone ownership is highest among female teens; this pattern of smartphone ownership is unique to these two cities.

3. In cities with low rates of smartphone ownership, the most common services/functions

used are social media-related

In services used frequently for non-work purposes, use in all cities centers around social media and other means of communication. In cities with high smartphone ownership, use of search and other functions typically used on computers and traditional mobile phones is also high. Conversely, in cities with low smartphone ownership, social media use accounts for the top spots.

4. The place where the Internet is most commonly accessed by smartphone is at home

Internet access by smartphone happens most often in the home. In some cities, out-of-home use while riding or waiting for trains/buses and at the office is also growing. In the cities with the top 7 rates of smartphone ownership and in Kuala Lumpur, the out-of-home usage total exceeds that of at home.

5. In the cities with high smartphone ownership, TV, computers and smartphones have

become the Big Three media

In Seoul, Hong Kong, Singapore and Taipei, the cities with high rates of smartphone ownership, total contact with the mass media and digital media is some 8–10 hours per day. Smartphone-based use of the internet is over 70 minutes per day, too, the third-longest contact after computer-based use of the Internet and watching TV. In the cities with low smartphone ownership, total contact with digital media is low, but TV viewing is over 140 minutes. Among such cities, Kuala Lumpur stands out, with TV viewing of 167 minutes per day.

1 _{Sei-katsu-sha are more than simply consumers, just as people’s lives and lifestyles include more than just shopping. Hakuhodo}

introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives.

2 _{Definition of smartphone (shown to survey respondents): A highly functional mobile device to which the user can add games and}

many other kinds of apps. In addition to making phone calls, it is equipped with such computer-like functions as Web browsing, email, and document viewing and editing. Examples include the iPhone, Blackberry, and Android mobile phones (smartphones running the Android operating system for mobile phones).

Use of Smartphones in 14 Asian Cities

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Global HABIT

Details of the survey findings

1.Ownership of computers, mobile phones and smartphones

We compared household ownership of a computer and personal ownership of mobile phones and smartphones in the 14 Asian cities. (Note: Survey targets respondents with mid- to high incomes in each city)

• There is variation in household ownership of computers from city to city, from around 30% to 100%.

However, there is no difference in the ownership of either a mobile phone a smartphone or both, which at 90% or higher, is extremely high in all cities.

In the 14 cities, even if they do not have a computer, most people own a mobile phone or smartphone as a means of communication, and such mobile devices can now rightly be called mass media.

• Breaking down personal ownership of mobile phones and smartphones, there appear to be three main groups. Three cities with smartphone ownership rates of at least 70% (Seoul, Hong Kong, Singapore), three cities where smartphone and mobile phone ownership are about the same (Taipei, Beijing and Shanghai), and 8 cities where mobile phone ownership exceeds smartphone ownership (Guangzhou, Metro Manila, Kuala Lumpur, Mumbai, Bangkok, Ho Chi Minh City, Delhi and Jakarta). It appears that the cities of Asia are going through a period of transition from mobile phones to smartphones.

Note: Cities listed in descending order of household ownership of a computer.

Note: Cities listed in descending order of personal ownership of a smartphone. Source: HABIT Survey 2013

Ownership amongst males/females aged 15–54 in Tokyo: Mobile phones: 57.4% Smartphones: 58.9%

２

100.0 99.6 97.9 96.2 94.6 92.4 86.0 80.4 79.6 67.1 59.1 50.0 47.9 28.5 99.9 99.9 99.9 99.1 100.0 _97.9 94.0 99.6 96.0 96.5 92.9 98.3 96.6 93.9 0.0 20.0 40.0 60.0 80.0 100.0

Household ownership of a computer Personal ownership of a mobile phone or smartphone

17.4 45.8 32.8 63.5 50.4 52.9 68.3 86.5 74.8 84.4 _82.0 79.3 79.9 92.3 85.4 _81.0 71.2 64.8 53.5 49.1 41.6 27.1 26.6 _23.3 _22.8 _22.0 15.8 9.4 0.0 20.0 40.0 60.0 80.0 100.0

Personal ownership of a mobile phone Personal ownership of a smartphone

（％）

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Global HABIT

Ⓒ 2013 Hakuhodo Inc. All Rights Reserved. (%) 15-19 20-29 30-39 40-49 50-54 15-19 20-29 30-39 40-49 50-54 Seoul (n = 683) 85.4 92.0 98.0 88.0 87.0 78.0 92.0 97.0 89.0 67.0 52.0 Hong Kong (n = 648) 81.0 92.0 97.0 94.0 79.0 54.0 82.0 93.0 87.0 66.0 36.0 Singapore (n = 356) 71.2 76.7 84.4 82.8 66.1 30.0 80.0 81.3 78.1 58.1 46.7 Taipei (n = 518) 64.8 66.0 78.0 82.0 63.0 68.0 62.0 71.0 60.0 48.0 36.0 Beijing (n = 432) 53.5 60.0 85.0 60.0 35.0 26.0 60.0 72.8 58.4 37.9 12.0 Shanghai (n = 396) 49.1 56.0 78.4 65.3 33.7 24.0 48.0 68.0 55.4 22.5 10.0 Guangzhou (n = 340) 41.6 54.0 72.3 57.7 26.5 8.0 48.0 61.9 42.7 14.7 2.0 Metro Manila (n = 217) 27.1 24.0 26.0 34.0 33.0 14.0 24.0 37.0 23.0 24.0 18.0 Kuala Lumpur (n = 213) 26.6 32.0 51.0 32.0 22.0 20.0 16.0 41.0 27.0 6.0 0.0 Jakarta (n = 186) 23.3 22.0 31.0 25.0 15.0 24.0 44.0 32.0 21.0 10.0 14.0 Bangkok (n = 182) 22.8 34.0 34.0 25.0 18.0 10.0 44.0 36.0 17.0 5.0 6.0

Ho Chi Minh City (n = 176) 22.0 26.0 37.0 28.0 16.0 18.0 26.0 24.0 22.0 9.0 10.0

Mumbai (n = 126) 15.8 26.0 44.0 23.0 11.0 8.0 22.0 14.0 6.0 0.0 0.0

Delhi (n = 75) 9.4 14.0 23.0 14.0 6.0 4.0 6.0 10.0 4.0 4.0 4.0

Males at least 75% Females at least 75% Males at least 50% Females at least 50%

Avge. owne rship (city)

Smartphone ownership by cohort

Males Females At least 60% 30% to 59.9% Less than 30% Avge. owne rship (city) City

2. Personal smartphone ownership by sex and age group

• Looking at the sex and age group breakdown of personal smartphone ownership in each city, the overall trend in each city is high ownership among males and females in their 20s. These groups lead ownership in all cities. The detailed breakdown is as follows.

 In the four cities with smartphone ownership of at least 60% (Seoul, Hong Kong, Singapore and Taipei), ownership is high in a broad range of ages from teens to 50s, with ownership highest among males and females in their 20s. Smartphones have spread to all age groups in these cities. Ownership is extremely high, at over 90%, amongst males and females in their teens to 20s in Seoul and amongst males in their teens to 30s and females in their 20s in Hong Kong.

 In the three Chinese cities where ownership is in the 40–59% range (Beijing, Shanghai and Guangzhou), smartphone ownership is widespread amongst those in their teens to 30s, but not yet common amongst those in their 40s to 50s.

 The cities with ownership rates below 30% are probably in the early stages of smartphone adoption, and there is no one trend. In the two cities Jakarta and Bangkok, smartphone ownership is highest among females in their teens, a trend not seen in any other city.

Ovals mark the gender and age group with the highest ownership rate in that city.

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Global HABIT

/Social media Entertainment

Information/ News Other

Seoul

(n = 683) 85.4

Searching for information (69.8%) Camera (68.6%) Watching/reading news (65.1%) 5 2 2 1 Hong Kong (n = 648) 81.0 Short messaging (83%) Email (79.2%)

Social networking services

(75.4%) 4 2 2 2 Singapore (n = 356) 71.2 Short messaging (73.9%) Email (61.6%)

Social networking services

(59.6%) 5 1 2 2

Taipei

(n = 518) 64.8

Short messaging (82.8%)

Social networking services (72.3%)

Camera

(72.3%) 4 2 2 2

Beijing

(n = 432) 53.5

Searching for information (63.1%) Chat (57.3%) Short messaging (53.9%) 4 2 2 2 Shanghai (n = 396) 49.1 Chat (54.9%) Downloading/listening to music (53.9%) Short messaging (52.5%) 4 3 2 1 Guangzhou (n = 340) 41.6 Short messaging (74.7%)

Searching for information (66.2%)

Camera

(66.2%) 4 2 2 2

Metro Manila (n = 217) 27.1

Social networking services (75%) Chat (51.6%) Email (38.3%) 8 1 1 0 Kuala Lumpur (n = 213) 26.6

Short messaging

(50.8%) 6 2 1 1

Jakarta (n = 186) 23.3

Social networking services (84.9%) Chat (53.8%) Short messaging (46.2%) 6 1 2 1 Bangkok (n = 182) 22.8

Chat (52.6%)

Email

(38.9%) 6 1 2 1

Ho Chi Minh City (n = 176) 22.0

Watching/reading news (75.4%)

Searching for information (65.6%) Chat (62.3%) 6 2 2 0 Mumbai (n = 126) 15.8 Email (76.4%)

Short messaging

(58.3%) 5 2 2 1

Delhi

(n = 75) 9.4

Searching for information (70%)

Downloading/listening to music (62.5%)

Email

(57.5%) 5 3 1 1

Top 3 Count of items in the top 10

At least 60% 30% to 59.9% Less than 30%

3. Services/Functions (other than calls) frequently used on smartphones

We asked what services and functions respondents frequently use on their smartphones for non-work purposes. Among the top ten functions cited, communications/social media functions have the highest counts in each city (see chart on the lower right). Looking at the top three services/functions, all cited in the five cities Hong Kong, Singapore, Metro Manila, Jakarta and Bangkok are communications/social media-related (shaded yellow) (see chart on the lower left), backing up the idea that smartphones are used most as tools for communication/social media.

Definition of the service/function groupings

• Communication/social media (yellow): short messaging, email, chat, using social networking services,

sending/accepting and uploading photos, submitting/sending videos, using Twitter and other microblogs, posting comments on forums, visiting/posting comments on personal sites, playing online/social games, etc. (basically, actions and activities with a particular other or multiple/unknown others)

• Entertainment (pink): downloading/listening to music, watching videos, downloading games, downloading ring tones

• Information/news (sky blue): reading/watching news, searching for information

• Other (white): camera, GPS

Features of use of services/functions in each city

 The four cities with smartphone ownership of at least 60%

Services/functions also used on computers and mobile phones fill the top spots: searching for information and watching/reading news in Seoul, short messaging and email in Hong Kong, Singapore and Taipei. However, when the focus is restricted to those in their 20s, social networking services rises in rank. (Results for using social networking services among males/females aged 20–29: Seoul: No. 2 (69.5%), Hong Kong: No. 1 (89.2%), Singapore: No. 3 (63.9%), Taipei: No. 1 (82.5%))

 The cities with smartphone ownership of less than 30%

In Metro Manila, Kuala Lumpur, Jakarta and Bangkok, smartphones are used by many as social media

communication tools, such as for using social networking services. In emerging cities where smartphones arrived more recently, there seems to be a strong tendency toward the latest services and functions being used as soon as they are launched. Meanwhile in Ho Chi Minh City, Mumbai and Delhi, smartphones are frequently used as a tool for searching for information.

Q. Aside from work, what services/functions do you frequently use on a smartphone? (Multiple response; 28 options)

Left table Right table

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Global HABIT

Reference: Top 10 services/functions frequently used on

smartphones

Q. Aside from work, what services/functions do you frequently use on a smartphone? (Multiple response; 28 options) Avge. owner ship (city) City Avge. owner ship (city) 1 2 3 4 5 6 7 8 9 10 City 85.4 Searching for information (69.8%) Camera (68.6%) Watching/ reading news (65.1%) Short messaging (60.9%) Email (60.4%) Downloading/ listening to music (60.2%) Social networking services (54.3%) Chat (52.4%) Watching videos (43.9%) Sending/ receiving/ uploading photos (39.4%) Hong Kong (n = 648) 81.0 Short messaging (83%) Email (79.2%) Social networking services (75.4%) Chat (66.7%) Camera (66.4%) Watching/ reading news (66.2%) Searching for information (61.2%) Downloading/ listening to music (52.9%) GPS (45.5%) Watching videos (41.2%) Singapore (n = 356) 71.2 Short messaging (73.9%) Email (61.6%) Social networking services (59.6%) Searching for information (45%) Camera (44%) Chat (41%) Watching/ reading news (36.8%) Downloading/ listening to music (31.6%) Online/social games (26.7%) GPS (25.7%) Taipei (n = 518) 64.8 Short messaging (82.8%) Social networking services (72.3%) Camera (72.3%) Email (71.9%) Watching/ reading news (63.6%) Chat (54.9%) Searching for information (54.7%) Downloading/ listening to music (53.7%) GPS (49.5%) Watching videos (46.7%) Beijing (n = 432) 53.5 Searching for information (63.1%) Chat (57.3%) Short messaging (53.9%) Downloading/ listening to music (39.6%) Camera (38.9%) Watching/ reading news (33.4%) Online/social games (20.5%) GPS (17.4%) Downloading games (16.4%) Twitter and other microblogs (13%) Shanghai (n = 396) 49.1 Chat (54.9%) Downloading/ listening to music (53.9%) Short messaging (52.5%) Watching/ reading news (44.7%) Searching for information (43.7%) Online/social games (37.7%) Camera (34.9%) Downloading games (32.7%) Email (25%) Downloading ringtones (23.9%) Guangzho u (n = 340) 41.6 Short messaging (74.7%) Searching for information (66.2%) Camera (66.2%) Chat (65.3%) Watching/ reading news (53.9%) Twitter and other microblogs (52.3%) Downloading/ listening to music (50%) GPS (35.7%) Downloading ringtones (29.2%) Email (28.6%) Metro Manila (n = 217) 27.1 Social networking services (75%) Chat (51.6%) Email (38.3%) Downloading/ listening to music (32.8%) Short messaging (32%) Searching for information (22.7%) Posting/ sharing videos (21.9%) Posting comments on forums (18.8%) Twitter and other microblogs (18.8%) Visiting/posting comments on personal sites (18%) Kuala Lumpur (n = 213) 26.6 Social networking services (67.5%) Searching for information (54.2%) Short messaging (50.8%) Email (43.3%) Chat (35%) Downloading/ listening to music (32.5%) Camera (31.7%) Downloading games (24.2%) Sending/ receiving/ uploading photos (21.7%) Visiting/posting comments on personal sites (12.5%) / Posting/sharing videos (12.5%) Jakarta (n = 186) 23.3 Social networking services (84.9%) Chat (53.8%) Short messaging (46.2%) Email (45.4%) Searching for information (42.9%) Downloading/ listening to music (33.6%) Twitter and other microblogs (31.1%) Sending/ receiving/ uploading photos (31.1%) Watching/ reading news (30.3%) Camera (26.1%) Bangkok (n = 182) 22.8 Social networking services (56.8%) Chat (52.6%) Email (38.9%) Searching for information (38.9%) Short messaging (30.5%) Sending/ receiving/ uploading photos (27.4%) Downloading/ listening to music (25.3%) Watching/ reading news (22.1%) Twitter and other microblogs (20%) Camera (20%) Ho Chi Minh City (n = 176) 22.0 Watching/ reading news (75.4%) Chat (52.6%) Chat (62.3%) Email (44.3%) Social networking services (41.8%) Downloading/ listening to music (40.2%) Short messaging (36.9%) Downloading ringtones (21.3%) Sending/ receiving/ uploading photos (20.5%) Online/social games (18.9%) Mumbai (n = 126) 15.8 Email (76.4%) Searching for information (66.7%) Short messaging (58.3%) Chat (58.3%) Downloading/ listening to music (58.3%) Social networking services (47.2%) Downloading games (44.4%) Watching/ reading news (37.5%) Camera (37.5%) Sending/ receiving/ uploading photos (33.3%) Delhi (n = 75) 9.4 Searching for information (70%) Downloading/ listening to music (62.5%) Email (57.5%) Chat (47.5%) Social networking services (47.5%) Downloading games (37.5%) Sending/ receiving/ uploading photos (35%) Camera (35%) Short messaging (27.5%) Watching videos (25%) At least 60% 30% to 59.9 % Less than 30%

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Global HABIT

(%)

School Office Internet caf

é Wireless hot-spots at airports, hotels, coffee shops, shopping malls, etc. While riding or waiting for trains or buses In cars/taxis Seoul 85.4 67.7 90.7 17.5 26.6 3.7 21.1 54.3 23.3 Hong Kong 81.0 89.5 94.5 17.0 57.2 5.4 36.5 66.7 48.7 Singapore 71.2 74.3 81.8 12.1 35.5 2.3 24.1 39.1 20.5 Taipei 64.8 84.8 90.1 24.2 53.1 6.9 43.0 48.7 25.7 Beijing 53.5 37.2 97.3 6.1 13.0 2.0 13.0 26.3 14.0 Shanghai 49.1 47.2 96.1 10.2 33.5 3.9 12.3 46.1 9.9 Guangzhou 41.6 58.1 99.4 10.1 43.2 1.6 48.4 57.1 14.0 Metro Manila 27.1 90.6 57.0 8.6 17.2 4.7 10.2 7.0 5.5 Kuala Lumpur 26.6 65.8

<

78.3 3.3 23.3 3.3 17.5 3.3 10.8 Jakarta 23.3 86.6 67.2 10.1 22.7 1.7 4.2 6.7 3.4 Bangkok 22.8 85.3 87.4 25.3 40.0 3.2 13.7 18.9 11.6

Ho Chi Minh City 22.0 88.5 86.9 12.3 42.6 23.8 41.8 0.8 5.7

Mumbai 15.8 86.1 84.7 12.5 29.2 0.0 13.9 47.2 13.9 Delhi 9.4 87.5 72.5 10.0 30.0 2.5 7.5 25.0 5.0 At least 30% At least 50%

<

Avge. owne rship (city) 30% to 59.9% Less than 30% City At home Out-of-home Avge. owne rship (city) At least 60% Out-of-home total

<

Out-of-home total: Total of school; internet café; wireless hot-spots at airports, hotels, coffee shops, shopping malls, etc.; while riding or waiting for trains or buses; in cars/taxis

4. Places where the Internet is accessed by smartphone

The table below shows the places where the respondents access the Internet by smartphone. Places with usage rates of at least 30% are shaded.

• Looking at the places where people access the internet on a smartphone, at home is the most common place in all cities.

• The out-of-home total is higher than at home in the four cities with high smartphone penetration (Seoul, Hong Kong, Singapore and Taipei), the three Chinese cities (Beijing, Shanghai and Guangzhou), and Kuala Lumpur. • In the breakdown of out-of-home access, there are differences between the cities. These probably arise from

differences in public transport infrastructure and wireless hot-spot availability. The use of wireless hot-spots is high even in emerging cities, such as Ho Chi Minh City, because they allow good access to the Internet even in places where smartphones are only starting to spread.

Places where the Internet is accessed by smartphone (multiple response)

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Global HABIT

5. Average smartphone and media contact time (weekdays)

The table below shows average total time of contact with the mass media and digital media (computer, mobile phone, smartphone) per day (in minutes). (In case of simultaneous contact with multiple media, contact time is counted for each media)

• In the four cities with smartphone ownership rates of at least 60% (Seoul, Hong Kong, Singapore and Taipei), the average score for total contact with all media is over 450 minutes per day, with average contact with smartphones over 70 minutes per day. This is the third longest time, following computer and TV contact time. When media contact time is divided into mass media (TV, newspapers, magazines and radio) and digital media (computer, mobile phone and smartphone) contact, there are different trends in different cities. ‐ In Hong Kong and Taipei, mass media contact time and digital media contact time are both long, but total

mass media contact is longer.

‐ In Seoul, contact time is about the same for both. In Singapore, total mass media contact time is slightly shorter, a similar trend to that of Seoul.

• In cities with smartphone ownership of less than 30%, total digital media contact time is short. However, TV contact time is over 140 min per day in all cities. In Kuala Lumpur, in particular, TV viewing time is extremely long, at 167 minutes, and the city’s total mass media and digital media contact time stands out at 505 min.

Q. How much time do you spend reading, watching, listening to or using each information media? (Weekdays)

(%)

Total mass media Total digital media Overall Overall smartphone

ownership (city) Seoul(n=800) 241 242 483 85.4 Hong Kong (n = 800) 305 268 573 81.0 Singapore (n = 500) 269 205 474 71.2 Taipei (n = 800) 314 267 581 64.8 Beijing (n = 807) 213 156 369 53.5 Shanghai (n = 807) 188 117 305 49.1 Guangzhou (n = 818) 244 184 428 41.6 Metro Manila (n = 800) 294 121 415 27.1 Kuala Lumpur (n = 800) 390 115 505 26.6 Jakarta (n = 800) 220 61 281 23.3 Bangkok (n = 800) 247 72 319 22.8

Ho Chi Minh City (n = 800) 244 85 Chat 22.0

Mumbai (n = 800) 226 63 289 15.8

Delhi (n = 800) 207 42 249 9.4

Tokyo (n = 649) 230 124 354

Mass Digital media

*Reference： Data of Tokyo is from Media Teiten Survey 2013: Conducted by Institute of Media Environment, Hakuhodo DY Media Partners Inc. Survey area: Metropolitan Tokyo, Osaka Pref., Aichi Pref., Kochi Pref. Respondents: Males/Females aged 15–69.

Postal survey. Sample structure: 2,614 samples. Survey period: February 2013. “Mobile phone” includes smartphone.

144 134 106 166 112 92 121 85 85 29 51 70 43 30 73 3 41 29 13 15 7 29 22 12 16 7 8 12 7 51 95 93 70 88 30 17 34 15 18 16 14 7 8 6 0 100 200 300 400 Seoul(n=800) Hong Kong (n = 800) Singapore (n = 500) Taipei (n = 800) Beijing (n = 807) Shanghai (n = 807) Guangzhou (n = 818) Metro Manila (n = 800) Kuala Lumpur (n = 800) Jakarta (n = 800) Bangkok (n = 800) Ho Chi Minh City (n = 800) Mumbai (n = 800) Delhi (n = 800) Tokyo（N＝649）

Internet accessed by computer Internet accessed by mobile phone Internet accessed by smartphone

107 114 107 120 120 120 132 156 167 144 150 144 144 144 152 46 67 57 57 20 15 27 68 87 28 43 22 28 22 35 37 54 50 52 32 28 42 35 63 27 29 40 39 28 27 30 41 32 47 24 17 25 20 38 13 15 25 11 11 16 21 30 23 37 17 9 18 14 35 8 10 12 4 3 0 50 100 150 200 250 300 350 400 TV Radio

Newspapers Magazines (weeklies, fashion, etc.) Specialist/trade magazines Total mass media(min.) 241 305 269 314 213 188 244 294 390 220 247 244 226 207 230 Total digital media(min.) 242 268 205 267 156 117 184 121 115 61 72 85 63 42 123 400 400 (min.)

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Global HABIT

Cities surveyed (14 cities): Hong Kong, Taipei, Seoul, Singapore, Kuala Lumpur, Bangkok, Metro Manila,

Jakarta, Ho Chi Minh City, Delhi, Mumbai, Beijing, Shanghai, Guangzhou

Respondents: Males and females aged 15–54 Sample size: 10,932 (excluding Tokyo)

Survey period: Late May–August 2012

Contacts:

Global HABIT is a comprehensive Hakuhodo survey and database that has grown to cover 34 major cities worldwide since 2000. Survey data is collected every year, enabling not only comparisons between cities, but also time-series comparison of single cities. Single-source Global HABIT surveys probe individual

sei-katsu-sha lifestyles, values, media contact, purchase attitudes and use, and perceptions of brands in many categories. This enables analysis not only of brand users, but of brand supporters at differing levels of perception (would consider purchasing, favor brand, brand fans, etc.).

Overview of Global HABIT 2012 survey

Cities surveyed: Shanghai, Beijing, Guangzhou (China); Hong Kong; Taipei (Taiwan); Bangkok (Thailand); Seoul (Korea); Singapore; Kuala Lumpur (Malaysia); Metro Manila (Philippines); Jakarta (Indonesia); Ho Chi Minh City (Vietnam); Delhi, Mumbai (India); Frankfurt (Germany), Sao Paulo (Brazil).

The cities Dalian, Shenyang, Wuhan, Chengdu, Hangzhou, Ningbo, Xian, Fuzhou (China); Sydney (Australia); Berlin (Germany); Paris (France); Milan (Italy); Madrid (Spain); New York, Los Angeles, Chicago (USA); London (UK) and Moscow (Russia) were surveyed in 2011 or earlier.

Respondents: Either 500 or 800 males and females aged 15–54 per city

In Shanghai, Beijing and Guangzhou, an additional 1,800 male and female Chinese PowerSei-katsu-sha aged 25–54 with incomes of at least 15,000 RMB are also surveyed.

In Delhi and Mumbai, an additional 1,000 male and female Indian PowerSei-katsu-sha aged 25–54 from SEC A2 or higher with monthly household incomes of at least 40,000 INR were also surveyed.

Responses were obtained from persons in the middle/high income bracket of each city (50-90% of the urban population) based on screening by household income.

Survey period: Late May–early August 2012

Survey method: In-home interviews (Asian cities other than Hong Kong, Taipei, Frankfurt, Sao Paulo) Individual interviews at a central location (Hong Kong, Taipei, Seoul)

Main items surveyed (some apply only to China and other Asian countries): Demographics and lifestyle

Demographics, lifestyles, environmental awareness, country-of-origin image, media/information contact, shopping, hobbies, sports, durable consumer goods ownership, category perceptions, travel, housing

Product & service usage

Insurance, credit cards, convenience stores, airlines, passenger cars, motorcycles, AV products, home appliances, mobile phones & smartphones, computers & printers, digital cameras & digital video cameras, copiers, watches, game consoles, alcoholic & non-alcoholic beverages, foodstuffs (instant foods, snack foods), toiletries, cosmetics, personal care products, sanitary products & disposable diapers

HABIT Survey 2013: Conducted by R&D Div., Hakuhodo Inc.

Survey area: 40 km radius of Tokyo, 20 km radius of Osaka. Respondents: Males/Females aged 12–69. Self-administered survey. Approx. 5,000 samples. Survey period: Feb–Mar 2013

Media Teiten Survey 2013: Conducted by Institute of Media Environment, Hakuhodo DY Media Partners Inc.

Survey area: Metropolitan Tokyo, Osaka Pref., Aichi Pref., Kochi Pref. Respondents: Males/Females aged 15–69. Postal survey. Sample structure: 2,614 samples. Survey period: February 2013

Ken Odaka, Corporate Public Relations Div., Hakuhodo Inc. Tel: +81-(0)3-6441-6161 E-mail: [email protected]