As HTC begins its search for an agency to launch a new smartphone next year, today’s Chart previews data from our Q4 wave of research – in field at the moment – to look at the audience that this campaign will need to target.

When asked which brand(s) would be their top choice next time they buy or upgrade a handset, almost two thirds of those who pick HTC are under 35. As we might expect, there’s a peak in the brand’s home country of Taiwan, but APAC as a whole is strong for consideration, containing almost half of all those who name HTC as one of their top choices.

To find these individuals, social networks are key. 6 in 10 of this audience are high or heavy users of this medium, with 90% of them outside of China having a Facebook account and two thirds being on Twitter.

Nevertheless, linear television makes a strong showing too – and that’s particularly important given that 3 in 10 HTC Considerers say they discover new brands and products via ads seen on TV. So, for the agency that wins this campaign, social might be a key channel, but more traditional routes like TV, word-of-mouth recommendations and brand websites could be key to driving discovery and awareness.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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