SINGAPORE: A new report showed that social media is playing an increasing role in
influencing Singaporean consumers' purchasing decisions, when it comes to food
and travel.
The latest annual global Nielson
Social Media Report showed that when it comes to choosing a restaurant (68 per
cent) or a food and beverage product (67 per cent), more than two thirds of
Singaporeans turn to social media websites or online reviews.
Nearly seven in 10 (67 per cent)
also said they'd choose travel related products based on positive
recommendations shared online.
The food, beverage, leisure and
entertainment categories were also the most discussed products via social
networking in Singapore, in the past year.
A third of Singaporeans post
comments online about brands, at least once a week. And they're the most mobile
compared to respondents from other countries.
Across the globe, Singapore has
the highest usage of social media via mobile phone.
Seven in 10 consumers (70 per
cent) here log on to social media via their mobile phone. The figure is 23
percentage points higher than the global average of 47 per cent.
Managing director of Nielsen for
Singapore and Malaysia, Joan Koh, said: "With the increasing relevance and
engagement levels of social media, we are now able to see a direct correlation
between positive social media sentiment and actual intent to purchase products
and services, especially for those operating in the food and beverage, travel
and entertainment sectors.
"Social media represents a
huge opportunity for brands to gain positive favour with consumers and savvy
marketers can harness the growing influence of social media to impact
business."
Compared to Singaporean
consumers, those from the region said the top three categories where purchasing
decision is most influenced by social media are - electronics (75 per cent),
entertainment (74 per cent) and clothing (74 per cent).
- CNA/ck
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