Word-of-mouth recommendations remain most credible advertisement in Vietnam: survey

Thanh Nien News

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Customers at a Starbucks cafe in downtown Ho Chi Minh City. Photo: Thao Vi Customers at a Starbucks cafe in downtown Ho Chi Minh City. Photo: Thao Vi


For 89 percent of consumers in Vietnam word-of-mouth recommendations from relatives and friends is the most trusted source of advertising, according to a survey released Wednesday by global performance management company Nielsen that provides a comprehensive understanding of what consumers Watch and Buy.
The rate is 88 percent in Southeast Asia, with Filipino consumers leading the way at 91 percent, showed the survey done between February 23 and March 13 by polling more than 30,000 consumers in 60 countries throughout the Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.
“Undoubtedly, word-of-mouth recommendation enjoys the biggest trust from consumers and if it is combined with the power of digital formats, its potency can reach optimum levels,” Craig Johnson, head of research solutions in Southeast Asia, North Asia and Pacific for Nielsen, said.
Online channels are the second most trusted advertising source in Vietnam, with 83 percent saying they trust branded websites.
Seventy five percent of Vietnamese indicated that they trust consumer opinions posted online.
Nearly seven in 10 Vietnamese consumers indicated their trust in television advertisements, higher than the global average rate of 63 percent. Up to 65 percent of consumers in Vietnam continue to trust advertisements in magazines and 60 percent in newspaper and radio advertisements.
Ninety three percent of respondents said they would take action following recommendations from relatives and friends, while the rates for advertisements on branded websites and TV are 89 percent and 82 percent.

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