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...