B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
70%
70% -- brand discovery via video social media rate for Gen Z in APAC (2021)
70% of surveyed Gen Z respondents across six APAC countries discover new brands via video-based social media at least once a month.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2021
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier B
https://martechasia.net/newsletter/ideas-that-matter-why-every-brand-needs-a-connected-video-strateg… ↗
Source Article
Ideas That Matter: Why every brand needs a connected video strategy | MartechAsia
With the pandemic fueling the rise of all forms of mobile video – particularly short-form video, this trend is only set to accelerate.
For the last few years, we have been banging the drum about the evolution of video as a brand building tool. With the pandemic fueling the rise of all forms of mobil…
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey study of Gen Z across six countries in APAC
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z in APAC: 70% brand discovery via video social media rate. Source: McKinsey (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-brand-discovery-video-apac
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<blockquote cite="https://lighthousedata.io/data/gen-z-brand-discovery-video-apac" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- brand discovery via video social media rate for Gen Z in APAC<br><small>Source: McKinsey (2021) · <a href="https://lighthousedata.io/data/gen-z-brand-discovery-video-apac" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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