Influence of Web Advertising in Asia

Southeast Asians “Like” Ads on Social Media Sites | Nielsen Wire

In Southeast Asia for example, recent Nielsen research indicates that consumers are highly influenced by online advertising — much higher than the global average. Nearly three-quarters (73%) of SE Asian consumers said they were “highly” or “somewhat” influenced by web site advertisements on social media (compared to 60% globally). That number rises to 80 percent when ads have a social context, such as indicating which of a consumer’s friends have liked or followed the advertised brand.

Online ads that are delivered to consumers based on previous purchases or other web sites visited also resonated with SE Asian consumers, with 74 percent saying they found this technique “made their lives easier”, compared to just 58 percent globally. Consumers in Philippines and Vietnam were most receptive to such ads (83% and 82%, respectively).

Nearly seven of 10 (69%) SE Asian consumers have “liked” or followed a brand or company on social media, significantly higher than the global average of 52 percent and higher again in countries such as Vietnam (79%) and Philippines (75%). Perhaps most importantly, consumer generated media (consumer opinions posted online) is now one of the most trusted forms of media among SE Asian digital consumers. More than half (54%) completely or somewhat trust consumer opinions posted online.

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