For fashion tips, 'Millennials' turn to online video: TubeMogul

By Digital News Asia February 4, 2014

Nearly one-third of respondents say they turn to online video
22.3% of older generations lean heavily on their family and friends

MILLENNIALS in South-East Asia are less influenced by celebrities than their parents, and prefer digital video to learn about the latest style trends, according to a report by TubeMogul.

The report showed that nearly one-third (32.1%) of respondents say they turn to online video, whoich trailed behind family and friends (19.7%); movies and television (19.5%); celebrities (16.6%); and magazines and print ads (12.1%).

TubeMogul noted that for decades, consumers looking for the latest fashion trends relied on glossy magazines and well-dressed celebrities.

“Today, given the explosion of time spent on computers and mobile devices in South-East Asia, many luxury brands wonder: Where does the so-called YouTube generation look to for the latest style news?

"Internet video has become the primary channel for young people across South-East Asia when it comes to seeking out the latest style trends and inspiration, out-pacing television and movies," TubeMogul said in its report.

Other findings from the survey include:

22.3% of older generations lean heavily on their family and friends for style trends, while 36.7% of Millennials prefer online video;

Women are more likely to watch digital video fashion content (35.9%), than men, who are surprisingly not far behind (32.8%) and

At 23.4%, more men than women choose movies and television as a source for style inspiration.

Data for this report came from surveys run through TubeMogul’s programmatic buying platform in South-East Asia. The research was undertaken in the third quarter of 2013 and spanned 731,364 consumers in Singapore, Thailand, Malaysia, Vietnam, Indonesia and the Philippines.

The survey was in multiple-choice form and appeared with a banner ad or pre-roll video ad. To view the full report [PDF], click here.

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