Director of Media Research Asia Pacific at Synovate, Steve Gartong graduated from the University of Oxford and was previously the Media Director at ACNielsen Hong Kong. He currently lives in Hong Kong and focuses on market media research. He’s worked on any area of market research you can name, from cellphones to social media. Steve predicts 2010 “will be the year that marketers understand that the consumer really is in control” of media. Surprisingly, Steve’s research has also shown that although newspapers may be going the way of the dinosaur in some areas of the world, in the Philippines they’re actually growing. On top of that intriguing fact Steve has also found that “58% of people don’t know what social networking is, plus over one third of social networkers are losing interest,” as of 2008.