Southeast Asians highly influenced by online advertising: Nielsen

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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.

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