Singapore's Gen X consumes news, shops online and socially: Brand Alliance

The top Influential Brands in Singapore have been selected by the upwardly mobile Generation X (Gen X) in a consumer choice-based award programme driven by Brand Alliance*. 

Source: Brand Alliance. Brand Alliance handed out the 2013 Influential Brands awards on November 2013. The 2014 Influential Brands conference will be held on 10 November 2014.

The survey has revealed that there are more than 100 Top Influential Brands in Singapore. More than 20 new brand categories were created in 2014, including the Online Platforms category. 

According to Brand Alliance, Gen X consumers in Singapore value convenience despite being price-sensitive. They tend to make brand decisions based on ease of obtaining a product or service, weighing elements such as location, accessibility and user-friendliness of online platforms when making decisions.

They are less influenced by recommendations when making brand decisions for the categories surveyed.

While print is still highly relevant as a source of news for Singapore's Gen X, online and social platforms are rising to be their preferred news sources. “With increasing shifts in consumer behaviour driven by technology and digital platforms, both local and international brands are communicating with a distracted group of consumers. 

"The window to capture attention and purchase decisions has shifted from traditional retail to include alternative platforms and this spells opportunities for brands to increase conversion for online platforms or increase engagement through multiple channels at various points of a consumer decision journey,” commented Jorge Rodriguez, Director of Strategy at Influential Brands.

Some of the 2014 Top Influential Brands are below. 

Deal Aggregators	Online Hotel & Flights	Online Groceries
All Deals Asia	Agoda	Click-it-grocery
Deal.sg	AsiaRooms	Cold Storage
Groupon	Zuji	Groxers
Super Deals by inSing		NTUC Fairprice
		RedMart
Online Apparel	Electronics Retailers	Mobile Phone Brands
Qoo10	Best Denki	Apple
Singsale	Challenger	HTC
Taobao SEA	Courts	Nokia
Zalora	Gain City	Samsung
	Harvey Norman	Sony

*Brand Alliance surveyed more than 3,000 Gen X respondents in Singapore between ages of 34 and 54 years old in the first half of 2014 about their preferred brands across industries.