Page 11 - AeM_April_2020

RESEARCH
• The Health Nut: Of course, we are seeing people JS Cardinal, Director of Product and Client Solutions at ANALYSIS
who prioritize their physical and mental health during ADA, concludes, “Brands are still stuck with old TRENDS
the crisis: 80,000 people of this segment are based patterns of using demographics to segment their target
in the Philippines. audience, but the truth is that people are more complex
than that. They have multiple lifestyles, interests,
• The Home Fitness Freak: Going beyond health, priorities and affluences. That’s why we didn’t include
there are people who want to come back from this demographics in our personas today. These are people
situation strong and in shape: 185,000 are located in who go through and deal with this crisis in different
the Philippines. ways, regardless of their age, gender, race or status.”

• The Resilient One: Different from the rest, there are ADA’s business is anchored on four main services and
some who have not changed their digital habits powered by proprietary deep data assets of 375 million
much. While they wait out for the situation to clear, unique profiles, 400,000 monthly apps, and 1 million
their frame of mind has not shifted and we’re seeing places of interest. The personas identified are profiles
that in 450,000 of people based in Singapore. across Malaysia, Singapore, Thailand, Philippines and
Indonesia.◊ (Source: ADA)
• The WFH Professional: This group of people is
using more productivity apps as they shift to work- By MediaBUZZ
from-home (WFH) arrangements, including screen
recorders, Wi-Fi finders and camera-to-PDF
scanners among others: 750,000 people of this
segment are based in Indonesia.

11 April 2020: Social Commerce & Influencer Marketing: social shopping as the future of