SINGAPORE: Asian consumers are more likely than the global average to be influenced in their purchase decisions by advertising and to spend more on designer labels, a new survey has shown.
Nielsen, the measurement company, polled more than 29,000 internet respondents in 58 countries and found that 64% of consumers in Asia-Pacific agreed that their purchasing decisions were swayed by advertising. This compared to a global average of 54%.
The trend was most marked in Thailand, where 76% of respondents felt this way, followed by Indonesia (73%), Philippines (73%) and South Korea (71%).
The more mature economies of Australia (36%), Japan (37%) and New Zealand (38%), were least likely to be affected by advertising.
For some, simply liking a commercial was enough to persuade them to buy a product – across the region, 51% of respondents expressed this sentiment.
"Brands are presented with a huge opportunity to win over consumers in emerging Asian markets with clever and relevant advertising that establishes an emotional connection," David Webb, managing director of advertising solutions at Nielsen, told Campaign Asia-Pacific.
He noted that ads that entertained worked better than ones that focused on product features. "Humour, relatable and iconic characters and an engaging storyline are common creative characteristics of high-performing ads," he said.
In addition, the top three countries where consumers said they would spend more on designer goods came from the same region. China led the way, with 74% of consumers there prepared to pay out more for such brands, followed by India on 59% and Vietnam on 56%.
Growing economies and a larger middle class were factors here. "Cashed-up and ready to spend, these consumers are seeking out designer and well-known brands to project their new-found social status," observed Webb, adding that internet penetration had led to greater exposure and awareness of brands and products and consequently greater desire for them.
Data sourced from Campaign Asia-Pacific, Rappler; additional content by Warc staff