EternityX: Chinese Media Usage Grows Across Asia-Pacific
EternityX research reveals that local professionals and residents in the Asia-Pacific region are increasingly using Chinese media platforms, influencing consumer behavior.
Digital marketing firm EternityX has released a new report indicating a significant rise in the usage of Chinese media platforms across the Asia-Pacific region. The study suggests that local residents and professionals, beyond just Chinese tourists, are integrating these platforms into their daily decision-making processes.
The research, which surveyed 1000 users across five markets—Hong Kong, Singapore, Malaysia, Thailand, and Australia—highlights how Chinese media platforms have fostered a new ecosystem of cross-border influence. This ecosystem is reshaping how consumers discover, evaluate, and purchase brands within the region.
EternityX CEO Charlene Lü emphasizes that artificial intelligence (AI) is transforming how consumers find and compare brands. She advocates for marketers to leverage this evolving landscape to create culturally relevant experiences on both Chinese and global platforms.
The report advises marketers to move beyond the outdated notion of Chinese media as solely a channel for reaching tourists. Instead, it recommends an integrated strategy that recognizes the differences among user segments and combines the roles of Chinese and international media throughout the consumer's journey.