In its 2014 Affluent Asia study — which surveyed the top 18% of the population in Hong Kong, Singapore (pictured), Malaysia, Thailand, Taiwan, Indonesia, India, Philippines, Korea and Australia — Ipsos found that for TV content, the inclusion of digital increased reach from 61% to 66% and for print, it increased from 32% to 42%.

The study found that affluent Asians collectively hold investments of $1,108 billion: 70% have invested in a financial product (excluding insurance) and 66% said they are actively involved in managing their personal finances. They are powerful within their businesses too: 61% make business purchase decisions for their companies and 85% are among top management.

They are often travelling: 67% enjoy going to new travel destinations, with a total of 13.7 million air trips and 56.9m hotel nights taken over the past 12 months. Travel is also a luxury for them; 18% travelled first or business class in the past 12 months and 38% stayed in a 5-star or 6-star hotel or resort.

Ipsos Affluent Asia Study (previously known as PAX) is conducted year-round, and Ipsos spoke with 18,830 affluent people across the region ( 1,761 from Hong Kong) to obtain the 2014 results.