Consumers in
Southeast Asia are highly influenced by online advertising, particularly if the
content is specifically targeted, according to a Nielsen survey announced
Monday.
Findings from the study reveal that 73 percent of consumers in the
region are “highly” or "somewhat" influenced by standard website advertisements
on social media sites.
The majority of Southeast Asian consumers also favored advertising
which was targeted at them based on previous purchases or websites visited. Ad
influence is significantly higher amongst consumers in Philippines and Vietnam,
Nielsen said.
The survey found that 69 percent of SEA consumers have “liked” or
followed a brand or company, significantly higher than the global average of 52
percent. The consumer response was even higher in countries such as Vietnam at
79 percent, and the Philippines, 75 percent.
“Today’s users of social networking sites in Southeast Asia are
increasingly turning to social networking platforms to seek advice or
recommendations, get discounts or special offers, or actively recommend products
or brands,” said Nielsen’s APMEA Region Managing Director of Advertising
Solutions, David Webb.
“As local consumers increase in their experience of using the Internet,
and their levels of confidence and sophistication, they also value and trust
online content as a source of information,” he added.
Thanh Nien News
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