EternityX Report: Chinese Media Influence Reshaping APAC Consumer Behavior

Digital marketing technology firm EternityX has released a study, 'Beyond Borders,' mapping the growing influence of Chinese media on consumer behavior across Hong Kong SAR, Singapore, Malaysia, Thailand, and Australia. The report highlights that Chinese-language platforms have expanded beyond mainland China, forming a significant influence ecosystem that shapes brand discovery and purchasing decisions within the region.

The research indicates that many brands still approach Chinese media as a channel solely for mainland China, overlooking locally residing and spending Chinese-language users. EternityX's report aims to provide brand marketers and strategists with the intelligence needed to effectively reach this high-value audience, distinct from mainland Chinese markets.

The study presents five key findings: influence over spend, focusing on local Chinese consumers rather than China itself, the need for tailored strategies across markets, and understanding local purchase intent. It also offers five principles for reaching Chinese media users in APAC, including considerations for language, media choices, and payment systems.

Furthermore, the report identifies artificial intelligence (AI) as an emerging channel for purchases, now rivaling outdoor advertising in reliability for purchase decisions. It also segments audiences into three distinct groups—permanent residents, work visa holders, and students/families—each requiring customized media strategies and communication.

EternityX offers its suite of tools, including PilotX, NaviX, and MediaX, to assist brands in navigating the complexities of engaging Chinese audiences. The company states that over 12,000 cross-border campaigns for more than 1,000 brands demonstrate their capability in bridging East and West to drive growth.