Survey: ASEAN consumers above global average in responding to online advertising

Consumers in South East Asia 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 information and measurement company, Nielsen.

"South East Asian 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," the company's Asia, Pacific, Middle East and Africa (APMEA) Region Managing Director of Advertising Solutions, David Webb, said.

The study reveals that 73% of ASEAN-region consumers are 'highly or'somewhat' influenced by standard website advertisements on social media sites, with this number increasing to 80% if the advertisement has social context which shows which of their friends have liked or followed the advertised brand.

In addition, when asked how they feel about online advertising which was targeted at them based on previous purchases or websites visited, 74% of consumers said that this technique 'makes their lives easier, in comparison to only 58% globally.

This opinion is significantly higher among consumers in the Philippines and Vietnam, with 83% and 82% respectively agreeing or strongly agreeing with this statement.