The annual Social Media Report found more than two-thirds of Singaporean’s choice of restaurant or food and beverage related purchases are based on social media websites or online product reviews.
It added that 59 per cent of social media users in Singapore turn to social networking websites to hear about others’ positive or negative experiences at least once a week, or to learn more about brands, products and services (56 per cent).
One-third uses social media to compliment and give credit to brands and at the same time, a third express concerns or complaints about products/brands via social media sites.
Nielsen said social media has fundamentally changed the consumer decision journey, and there is now a direct correlation between positive social media sentiment and actual intent to purchase products and services.
Joan Koh, managing director, Nielsen Singapore and Malaysia, said the days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended.
“Consumer decisions and behaviours are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers,” she said. “At the same time, consumers do not hesitate to express their concerns and unpleasant experience online.”
Koh said social media now represents a huge opportunity for brands to gain positive favour with consumers and savvy marketers can harness the growing influence of social media to impact business.
“Social media can also be used as an integrated real-time platform to test new ideas and product strategies to obtain real-time feedback, which is gradually being used to make corrections to product strategy and marketing campaigns,” she added. “Marketers need to move fast to ensure they stay one step ahead of the curve and know how to win customers in a larger community by serving and inciting their interests.”
