Brands in Asia-Pacific Find Success Building Trust Online - eMarketer
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Brands in Asia-Pacific Find Success Building Trust Online

Digital media drives interest in top brands among consumers in Asia-Pacific

August 22, 2011

While the economies in the US and Europe continue to show slow or non-existent growth, Asia-Pacific has been top of mind for many consumer-facing brands looking to expand profits and market share worldwide. eMarketer estimates online ad spending in Asia-Pacific will reach a total of $19.3 billion in 2011, but how are the region’s 945 million internet users responding?

According to research commissioned by TNS and Campaign Asia, many top brands are finding success through digital media.

The research found that digital media, including dedicated websites, sponsored content and ads, increased the interest in a brand among consumers surveyed online. Across Asia-Pacific, which included China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand, respondents showed an 83.8% increase in interest in using a brand after coming across it in digital media. Consumers in developing countries, Thailand, Malaysia and China, were more likely than the region as a whole to show an increase in brand interest, at 93.7%, 85.6% and 85.5%, respectively.

Internet Users in Select Countries in Asia-Pacific Whose Interest in Brands Changed After Viewing Digital Media, April 2011 (% of respondents)

Consumers were polled on how each type of media ranked by trust. Not surprisingly, word-of-mouth and recommendations from family and friends came out as the most trusted information source. But digital media had a strong showing, especially reviews and brand/product websites, though some online ads, such as banners, were considered less trustworthy.

Level of Trust of Select Information Sources and Ads According to Internet Users in Asia-Pacific, April 2011 (% of respondents)

As economic prosperity and internet access become more widespread, eMarketer estimates that Asia-Pacific will add more than half a billion internet users from 2011 to 2015, for a total of 1.45 billion. To reach those potential customers, brands will increase their online ad spending in the region to $34.6 billion, or 26.2% of the total worldwide.

Many internet users in Asia-Pacific find digital media influential and trustworthy. Dedicated websites, sponsored content and online ads are making a difference in consumer choice. Looking ahead, continued investment by brands will rely on maintaining and continuing to improve these consumer attitudes.

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Check out today’s other article, “What Changing Social Media Usage Means for Marketers.”


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