APAC consumers engage more with local brands than international ones

An overview of domestic and international brand engagement across nine markets in Asia Pacific.

Malaysian, Chinese and Indian consumers are the most engaged with brands, according to the latest research from Rakuten Marketing in their survey of 4,500 consumers in Asia Pacific. In these three markets, around 80% of respondents say they engage with domestic and international brands online.

Consumers in Japan, Australia and New Zealand are least likely to follow or engage with brands, however. Less than 60% of consumers said they engage with brands online, regardless of whether they're local or international.

Local brands perform better than international ones on engagement. This gap is largest for Australia (10 percentage points...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands