Conducted across eight Asia-Pacific markets (Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan), the second quarterly Digital Brand Index (DBI 2.0) continues to unveil insights about; the most discussed brands online, the most active channels and the subject areas that spark the most vibrant debate.
Researched during the last three months of 2009, DBI 2.0 found almost 1.5 million online technology brand mentions – double the level tracked in DBI 1.0, conducted July to September 2009. Other key findings from DBI 2.0 include:
- Mentions of large technology brands online doubled in the last quarter of 2009, reaching 1.5 million across Asia Pacific’s top 300 large technology brands, covering almost 3,800 channels and online sites.
- Twitter’s massive growth trajectory has seen it become the dominant channel for sharing news about technology brands across Asia, except in China where it is banned. For example, in India, Twitter represents over three-quarters of all online conversations tracked.
- Despite massive online buzz generated by Microsoft around Windows 7, Google continued to be the most discussed brand across the region, generating significant mentions in areas such as its Chrome and Android operating systems, and the Nexus One smart phone.
Developed by Edelman and derived from Brandtology data, the second quarterly Digital Brand Index (DBI 2.0) for Singapore found:
- Google (over 20,600) and SingTel (over 13,700) topped the rankings by way of volume of conversations, with increases of 245 per cent and 50 per cent in the last quarter respectively
- StarHub closed the gap on SingTel, enjoying a 137.3 per cent increase in online buzz
- Canon (4.3) once again topped the Average Engagement scoreboard, ahead of LG (3.3)
- The centre of gravity for online conversation regarding technology brands in Singapore was once again dominated Hardwarezone Forum, Eat, Drink, Man, Woman (37,043 mentions) and Twitter Singapore (20,643). The channels combined accounted for over one third (37.2 per cent) of all chatter
- StarHub knocked SingTel from the top spot in the Channel Index, which reveals the number of unique channels discussing a brand