Synovate asked in a survey about the importance people attached to their mobile or cell phone. An incredible 70% of Chinese respondents said they ‘can’t live without it‘ and this figure was also high in Hong Kong (59%) and Taiwan (54%).

The same survey revealed that some people can’t live without newspaper or magazines. A third of all the people surveyed said they could not live without newspapers and 16% said they could not live without magazines.

Radio is considered less important in Taiwan (51% can easily live without it), China (40%) and Hong Kong (37%).

Taiwan (53%) and especially Hong Kong (38%) feel the number of TV ads is much less of a problem.

Attitudes to advertising levels on mobile / cell phones vary a lot by market with around half of respondents in Hong Kong and Taiwan saying there are too many and 44% agreeing in China.

More than half in China would be willing to accept more internet advertising if they received a discount on their internet package. 42% are willing to accept more ads on mobile phones for a cheaper bill.

Some of the biggest increases in online brand engagement behavior over the past year can be found across Asia, especially in China where 53% have searched for an ad online, 40% have shared links to ads and 35% have promoted a brand via social networking.

Source: Synovate