Rahul Sachitanand
Jan 22, 2020

Indonesian and Thai consumers most chatty about brands online: Nielsen

They are leading the way moving interactions from offline conversations to social media interactions and brand endorsements

Indonesian and Thai consumers most chatty about brands online: Nielsen

In an effort to better understand and reach consumers, brands need to closely listen to their shifting tastes and preferences. A new report from Nielsen suggests that people in Indonesia and Thailand may be leading the move from offline chatter to online social media interactions with brands. 

Overall, men and millenials prefer to tap (digital life) compared to talk (real life) about brands 

Although sharing experience is still key in both digital and real life, more consumers go to social media sites mainly as an observer to seek information and read. While the conversations in real life is more engaging where they actively share their experience, exclusive sales/offers and recommend great products.

 
The top segments for for both tap and talk conversations are electronics, restaurants and F&B products but comparatively more comment/post about hotels and airline likely due to the abundance of travel websites. While more consumers talk about everyday categories like grocery stores offline.
 
 
Despite growing use of social media, trust levels vary across countries. The more prominent differences are where majority of Chinese and Thais use digital media but more Chinese trust TV and print, while Thais trust TV. On the contrary, less than 2 in 5 Germans use digital but more of them trust digital compare to other media.
 
 
 
Word of mouth continues to be a strong driver of decision-making 
 

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

 

Source:
Campaign Asia

Related Articles

Just Published

14 hours ago

TBWA’s newly appointed chief AI officer on why 'AI ...

Campaign Asia speaks exclusively with Lucio Ribeiro and TBWA's Kimberlee Wells on their AI talent investment and how it will bridge the tech and creativity gap to drive sharper brand outcomes.

15 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

16 hours ago

40 Under 40 2025: Open for nominations

The 13th edition of 40 Under 40 will celebrate the brightest stars in APAC marketing and advertising firmament—the early bird deadline is June 9.

16 hours ago

Agency Report Card 2024: Cheil Worldwide

The need for diversification beyond its parent, across clients, talent and DEI efforts is no longer optional. It’s a business necessity.