According to a new report by the Regional Board of the Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India), 34% of respondents in Singapore/Malaysia/Philippines say they will not pay for advertisement-free online content yet more than twice this number (72%) have paid for subscriptions to online streaming platforms. This may imply confusion about the definition of online content.
The report, Understanding the Consumer Perspective on Data Privacy in Southeast Asia, provides a rich seam of information on what consumers in Singapore, Malaysia and the Philippines understand, or think they understand about online privacy. Just over 4710 respondents from these countries responded to the survey.
IAB SEA+India Regional Board members on this research project were Vidyarth Eluppai Srivatsan from The Coca Cola Company, Mitch Waters from The Trade Desk, Tina Pang from Twitter, Alvin Liong from IlmuOne Data, JJ Eastwood from the Carousell Media Group and James Sampson from GrabAds. All note a key survey result that less than half of the consumers in Southeast Asia understand that advertising powers universal free access to online content.
More than eight thousand consumers in Singapore, Indonesia, Malaysia, Thailand, Vietnam and the Philippines responded to the multilingual survey which was created in English, Bahasa, Thai and Vietnamese and distributed by the IAB SEA+India, the Carousell Media Group and GrabAds.
Key Highlights for Singapore/Malaysia/The Philippines
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92% of respondents in Singapore, Malaysia and the Philippines say they fully understand, or think they understand what data privacy means
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85% say they understand, or think they understand that they see online advertisements in exchange
for access to free content
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71% would prefer to have a single login to access any website
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50% of respondents over 35 years of age are willing to log on to a website compared to 39% of those under 34 years of age
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34% are willing to pay to access online content with no advertising