Posts filed under ‘music’

Digital trends in Thailand, Asia-Pacific, and beyond

Peck (MindShare, Bangkok) writes:

PWC’s “Convergence Monitor” survey shows that Thailand has the one of the largest number of social networking (virtual networking and blogging) users in Asia, second only to China which has more than 85% of respondents having engaged in social networking at least once while Thailand has 71%.

Chatting, instant messaging, and downloading digital music are popular services among Thai internet users. 90% of respondents have used chatting or instant messaging at least once, and 87% have downloaded music through the internet at least once, expecting to see higher growth along with increase demand for broadband internet. However, online banking and online shopping are not as popular in Thailand as they are in other Asia Pacific countries. For example, while 39% of Singaporean respondents stated that they had used online banking and shopping at least once, only 8% of Thai respondents had done so.

Download the full report titled “Convergence Monitor: The Digital Home” here.

Examples of popular Thai blogs and blogging platforms:



June 19, 2007 at 10:07 am 12 comments

36 (Asian) Youth Facts in 159 Seconds

Ju (MindShare, Regional Team) writes:

The threebillion project put together a fascinating video on behalf of MTV Asia for the Music Matters Conference in Hong Kong late May ’07. The video features 36 facts dedicated to Asian youth in 159 seconds.

From threebillion: Whether it be teenage marriage in India, mobile phone usage in Japan, Filipino TV watching or Saudi Arabian Bluetooth porn, each market is rich it’s own brand of youth culture. This video is dedicated to the best thirty six facts we could find.

For those still waiting for the day the internet is free from censorship, here are all the facts and some screen captures of the video, courtesy of Global Nerdy.


  • There are 3 billion people under 25 on this planet
  • 61% of them live in Asia
  • 67% of young Asians have downloaded music in the last month
  • Only 27% paid for it
  • Hong Kong youth spend the most time online per day (4.7 hours)
  • Indonesian youth spend the least (0.9 hours)
  • Young Filipinos watch the most TV per day (6.2 hours)
  • Young Chinese watch the least (3.2 hours)
  • There are 37.5 million gamers in China
  • 90% play online games
  • Weekly, Korean teenagers will spend
    • 14 hours on the computer…
    • .12.8 hours watching TV
    • 0.7 hours reading newspapers
  • Taiwan has the highest teenage birthrate in Asia
  • South Korea has the lowest
  • 45% of young Japanese women said they were in love
  • Only 30% of young Japanese men said the same
  • 82% of Japanese teen males said they used contraception the first time they had sex
  • Only 12% of Japanese 20-year-olds use the home PC to access the internet — the same level as 50-year-olds — they’re using their mobile phones instead
  • 26% of all youth deaths in China are from suicide
  • In India, 50% of girls will be married before they are 18
  • In Nepal, the rate is 60%
  • 85% of Korean teenagers own a cell phone
  • They send an average of 60 messages per day
  • 46% of students send messages in class
  • “Our children are seriously addicted to cell phones” — Parent’s Union Spokesperson
  • Chinese people spend 10x more money on the internet than people in the west
  • It represents 10% of their monthly income
  • Who prefers a laid-back hassle-free lifestyle?
    • 14% of Chinese teens
    • 22% of South Korean teens
    • 43% of Japanese teens
  • 99% of Saudi teens use Bluetooth
  • 99% said that the device had broken social taboos
  • 85% said it was safe for communication with the opposite sex
  • 69% of messages exchanged by Saudi teens were pornographic

June 18, 2007 at 1:31 pm 4 comments

More free stuff – check out the b-side

James (MindShare Asia-Pacific) writes:

Continuing on the theme of outstanding open source thinking and sharing, don’t miss this great presentation on convergence, given by the super-smart Brian Tiong last month at the Malaysian media congress. Do spend some time at Brian’s excellent blog  b-side which he writes from Singapore and packs with useful data and opinions.

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May 3, 2007 at 5:26 am Leave a comment

24 youth facts in a very sexy video

 James (MindShare Asia-Pacific) writes:

This short film is yet another great piece of original content from Paul MacGregor at (You can view it here below, or click on the Vodpod further down on the right hand side of the page, along with other great videos)

As Paul explains at we all now have the tools to bring research to life in ways that engage and communicate far beyond the media bar-chart:

“Most importantly, even when we get this all-important research, 99% of the time the killer facts and stats will be lost in a dull table or graph. Researchers excel in putting the anal into analysis and as such the important trends are lost to anyone who didn’t study maths after the age of 16, which let’s face it, is pretty much everyone in marketing or media.

I wish I had the absolute final solution, however to make a point to my rant, I have put together a little threebillion video which collates 24 random youth facts’n’stats that have hit the internet over the last 4 weeks. Each little nugget was either buried in a lengthy report or brushed over in a blog. In each case, the research featured was worth more than the way it was presented and I hope that this little video gives the findings its dues.”

May 3, 2007 at 4:45 am 5 comments

Malaysia’s Justin Timberlake Brings Muslim Values Back

Yasmin and Liyana (MindShare, Malaysia) writes:

At first glance, Malaysia’s latest singing phenomenon looks like a Southeast Asian version of Justin Timberlake, with his slim build and closely-cropped hair. But this is where the similarities end. While JT sings about bringing “Sexy Back”, Mawi, as this unlikely pop idol is known, uses his latest album to bring the Quran back onto the airwaves for Malaysia’s youth. This 25 year old from a poor agricultural village sells more albums of religious tunes and Islamic verses than Justin Timberlake and other global acts. Mawi won the local equivalent of ‘Pop Idol’ by a landslide, motivated millions to purchase the products he endorsed, and has even unintentionally spawned the phenomenon of “Mawi headscarves” among Malay women.

Here’s a video compilation of his performances, with fans looking on in adoration:

So what propelled this average Joe to unprecedented heights of popularity? Timing has a lot to do with it. Alienated by the US-led war on terror, public opinion in the Islamic world, including here in moderate Malaysia, has gradually shifted away from a US-centric world view towards other alternatives. Along comes Mawi, who tries to pursue a career in the competitive entertainment world without compromising on traditional Islamic values. Among a sea of local Hollywood wannabes, Mawi stood out as the first to project a contemporary image yet stay true to Muslim values, winning over legions of Malay fans in the process.

The growing preference for local idols is reflected in the consumers’ brand choices too. According to MindShare’s 3D Research, Malays are more likely than before to opt for local brands. A local coffee brand infused with traditional herbs is giving established international beverages a run for their money, and a similar scenario can be seen in other product categories. For the new generation of middle income Malays, who make up the majority of the Malaysian population, foreign does not necessarily equal aspirational. The growing recognition for homegrown heroes means global brands need to seek ways to speak to consumers in their own lingo and on their own terms.

April 1, 2007 at 3:17 pm 7 comments

Variations on iTunes song list and pricing – Japan most expensive


David (MindShare Thailand) writes:

Some interesting stuff via Gizmodo about iTunes’ pricing in various markets,
including a link that suggests Japanese customers are paying an 80% premium over Americans. The blogosphere has picked up on the dramatic variations in iTunes pricing and artist availability in various markets, and the restrictions that iTunes put on cross-border purchasing, starting here. I can understand to some extent the variable pricing, although the variations seem even more extreme than I remember from working with brick-and-mortar music retailers. But why make some Japanese performers available only to home-market consumers with local credit cards?

I have had similar experiences locally, where I can “look at but not touch” iTunes’ UK stock. In the Land of Smiles (and very good copies of digital media), this policy discourages the purchase of legitimate stock and does little to accelerate The Big Switch.

January 26, 2007 at 8:27 am Leave a comment

Why give FIFA 07 away for free in Korea

  James (MindShare regional, Singapore) writes: 

Eric Pfanner at IHT just wrote an excellent, well-researched article Internet pushes the concept of ‘free’ content, supported by advertising.

I recommend you to read the full article, which explores the overall trend towards giving content and other media and services away for free, and the huge burden companies are putting on advertising to provide the long-term business model. We see the same trend in (free) newspapers, music, mobile services and other areas. 

In Asia of course, where piracy is rampant, and consumers are far less willing to pay for content in general, this trend is likely to be accelerated. Here are the two Asian examples from the article:

“FIFA 07,” a video game for soccer fans, costs around €50 in
Europe. In South Korea, five million players have downloaded the online version free — yet Electronic Arts, the publisher, is cheering them on. Realizing that it was impossible to sell “FIFA Online” in a country where piracy is rampant, Electronic Arts started giving away the game last spring. Once the players were hooked, the company offered for sale ways to gain an edge on opponents; extending the career of a star player, for instance, costs less than $1. Since May, Electronic Arts has sold 700,000 of these enhancements.

Even in China, where piracy is widespread, EMI Music agreed this week to make its music available for a free, ad- supported service run by Baidu, the country’s largest search engine.

I’ve also pulled out some other juicy facts/examples from the article:

  • At least 28 million free newspapers are distributed every day around the world, 19 million of them in Europe, where the total has doubled over the past three years.
  • After several years of heavy promotion, digital sales made up only 10 percent of total music industry revenue in 2006
  • AOL, formerly a subscription service, has opened its Internet portals in the United States and Europe to all Internet users, free of charge, in the hope of appealing to more advertisers that way.
  • According to a survey of 130 media executives from around the world, conducted recently by Accenture, 31 percent forecast that subscription models would be the dominant business model in five years’ time, with 25 percent opting for so-called pay-per-play funding. But 37 percent said advertiser financing would be the predominant business model in five years’ time.
  • Worldwide, media spending by consumers and business users still handily outstrips advertising, by $944 billion to $385 billion, according to PricewaterhouseCoopers

January 19, 2007 at 5:36 pm 1 comment

Adidas & Robbie in Oz – Let me entertain you


Angela (MindShare Melbourne) writes:

Robbie Williams: showman and consummate entertainer. At his recent Close Encounters tour in Australia the British icon did more than sell music and his sexy bad-boy image to 490,000 animated fans. He sold us Adidas.

The branded content was a perfect extension of his Adidas association with the ‘Rudebox’ album. Custom made Adidas tracksuits were shaking the stage and the three stripes and originals logos intertwined with Robbie screen visuals.   I left the concert with 3 thoughts. 1/ who’s the lucky girl tonight? 2/ where do I get a Robbie’s original RPW adidas hoodie?  3/ how many millions did adidas pay to secure the concert deal? I have the answers to all 3, but my lips are sealed on #1!!  

According to official Adidas reports, it was Robbie Williams who approached them to investigate the possibility of custom-made tracksuits for the cover of his ‘Rudebox’ album to compliment a line in his song –  “A.D.I.D.A.S. Old school ‘cos it’s the best”.

The company was “happy to enter into this project” . 300 super-limited edition tracksuits went on sale exclusively at 10 Adidas Originals stores across the globe in October. Hong Kong was the only Asia Pacific store to receive any.   There’s no mention of a monetary exchange, and Robbie is not listed as having as a sponsorship partner with the sports brand.  

This relationship is a brand’s ultimate dream – A global star who wears his philanthropic heart and beloved three stripes on his sleeve.  Robbie, you can entertain me with Adidas anytime! 

January 4, 2007 at 3:06 am 2 comments

the big switch of control – from companies to people

MindShare's unofficial uncorporate Asian blog


How to earn prime-time when you can no longer buy it

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