nielsen seatrustinadvertisingrelease 22aug11
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7/29/2019 Nielsen SEAtrustinadvertisingrelease 22Aug11
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The Nielsen Companywww.nielsen.com
News Release
CONTACT: FOR IMMEDIATE RELEASEJ ackie HellikerTel: +61 403 074 864Email:J [email protected]
SOUTHEAST ASIANS HIGHLY INFLUENCED BY ONLINE ADVERTISING: NIELSEN
73 percent of SEA consumers influenced by ads on social media websites
74 percent of SEA consumers believe targeted advertising makes the content more
relevant to them
Southeast Asia, 22 August 2011: Consumers in Southeast Asia (SEA) are highly influenced by
online advertising, particularly if the content is specifically targeted, or if their friends have also
engaged with the product or brand, according to a recent worldwide survey by leading global
information and measurement company, Nielsen.
Findings from the study reveal that close to three quarters (73%) of SEA consumers are highly or
somewhat influenced by standard website advertisements on social media sites, with this number
increasing to 80 percent if the advertisement has social context which shows which of their friends
have liked or followed the advertised brand (see chart 1).
In addition, when asked how they feel about online advertising which was targeted at them based onprevious purchases or websites visited, the majority of consumers in Southeast Asia (74%) said that
this technique makes their lives easier, in comparison to only 58 percent globally. This opinion is
significantly higher amongst consumers in Philippines and Vietnam, with 83 percent and 82 percent
respectively agreeing or strongly agreeing with this statement.
SEA consumers trust in and attitudes towards online advertisements, particularly with their positive
sentiment towards targeted content, provides myriad opportunities for companies to engage with
their target audience, states Nielsens APMEA Region Managing Director of Advertising Solutions,
David Webb. As social media increasingly becomes a mainstream activity throughout the region,
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brands have been quick to get on board with the practice of better understanding and connecting
with their consumers when it comes to their advertising strategies, engagement and conversion.
The Nielsen report found that 69 percent of SEA consumers have liked or followed a brand orcompany, significantly higher than the global average of 52 percent and higher again in countries
such as Vietnam (79%) and Philippines (75%), (see chart 2). Further, consumer generated media
(consumer opinions posted online) is now one of the most trusted forms of media among Southeast
Asian digital consumers. Overall, 54 percent completely or somewhat trust consumer opinion posted
online.
Todays 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, says David Webb. As local consumers increase in their
experience of using the internet, and their levels of confidence and sophistication, so too do they
value and trust online content as a source of information.
Chart 1: Influence of website advertising on SEA consumers.
19%9% 12%
25%
6%
20%
43%
46%
54%
58% 52%
58%
47%
56%
52%
39%
27%34% 36%
17%
47%
25%
5%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global
Aver age
SEA ID MY PH SG TH VN
Highly influenced Somewhat influenced Not a t a ll influenced
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Chart 2: Have you ever 'liked' or followed any brand, company or celebrity on a social
networking site?
69%61%
69%75%
61%69%
79%
42%
26%35%
26% 19%
33%27%
17%
6% 5% 4% 5% 6% 7% 4% 4%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global
Average
SEA ID MY PH SG TH VN
Yes No Don't Know
About NielsenNielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with
leading market positions in marketing and consumer information, television and other mediameasurement, online intelligence, mobile measurement, trade shows and related properties. Nielsenhas a presence in approximately 100 countries, with headquarters in New York, USA and Diemen,the Netherlands. For more information, visitwww.nielsen.com.
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