In a recent Nielsen research indicates that consumers in Southeast Asia are highly influenced by online advertising; much higher than the global average. More than half (54%) completely or somewhat trust consumer opinions posted online.
The same survey also shows that 74% SEA consumers found “behavior targeted ads” useful (online ads that are delivered to consumers based on previous purchases or other web sites visited), compared to just 58% globally. Consumers in Philippines and Vietnam were most receptive to such ads (83% and 82%, respectively).
Social Media Ads Influential to SEA COnsumers
Nielsen found that 69% SEA consumers have “liked” or followed a brand or company on social media, significantly higher than the global average of 52% and higher in Vietnam and Philippines.
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% when ads have a social context(e.g. sponsored story on Facebook), such as indicating which of a consumer’s friends have liked or followed the advertised brand.
This Nielsen survey presents a great opportunity here in Internet for brands to drive higher ROI in Southeast Asia. SEA consumers’ trust in online content is also a reminder for brands to monitor their online reputations closely.