Reader's Digest Trusted Brand Survey: Among Asian Regions, Hong Kong Consumers Believe Most Strongly in Social Media Comments
Over 70% Likely to Trust Comments on Social Media Platforms
HONG KONG, May 21, 2013 /PRNewswire/ -- Reader's Digest's annual consumer survey across Asia revealed that consumers in Hong Kong rely excessively on social media in forming their consumption judgments: 71% of respondents in Hong Kong are likely to trust comments regarding brands or products that they see on social media platforms, ranked no. 1 among all 7 Asian regions surveyed. 14% of the respondents are very likely to trust the comments, unfolding local consumers' strong dependence on social media regarding brands or products in making their consumption decisions.
The survey, in its 15th consecutive year, is one of the most representative and transparent consumer surveys in Asia. Conducted by top custom research firm Ipsos, the survey was carried out in October 2012 in 7 Asian regions -- Hong Kong, Singapore, Taiwan, Thailand, India, Philippines and Malaysia. Approximately 7,000 respondents were interviewed by paper mail-outs, phone, face-to-face and online surveys, of which close to 900 were from Hong Kong. Reader's Digest Trusted Brand Survey does not merely focus on consumer brand preference in different categories, but also studies consumer behavior in different surveyed regions.
Trusted Brand Survey 2013 revealed that 71% of respondents in Hong Kong are very or somewhat likely to trust comments regarding brands or products that they see on social media platforms, ranked no. 1 among all 7 Asian regions surveyed and 18 percent higher than the average score of Asia (53%). The significance of the finding is further highlighted by the 11 percent difference between Hong Kong and the two regions ranked no.2-- India and Singapore (60%). In addition to that, 14% of Hong Kong respondents are very likely to trust the comments, unfolding local consumers' strong dependence on the comments on social media in making their consumption decisions. It can therefore be inferred that comments regarding brands or products on social media platforms are influential in helping to create, shape and change the brand awareness, recognition and image.
Survey Highlights:
About Reader's Digest:
The Reader's Digest Association, Inc. is a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. The company, which celebrates its 91st Anniversary this year, uses its marketing, editorial and content-delivery skills to serve communities of customers. With offices in 38 countries, it markets books, magazines, music, video and educational products to a customer database of more than 140 million in 75 countries. It publishes 75 magazines, including 49 editions of Reader's Digest -- the world's largest-circulating magazine, operates 62 branded websites, and sells approximately 30 million books, music and video products across the world each year. It is headquartered in New York, USA. Reader's Digest Asia's website is www.rdasia.com.
About the (Trusted Brands) Survey:
The findings presented are based on an annual study commissioned by Reader's Digest and conducted by Ipsos. Carried out in the last quarter of 2012, a total of close to 7,000 adults, comprising Reader's Digest subscribers and Asian Quality Consumers (all aged 20 years and above with at least Secondary/High School education and belong to the top 50% of the population by household income), from 7 Asian regions were polled. These respondents were reached through paper mail-out questionnaires, telephone, face-to-face and online surveys. The regions include Hong Kong, India, Malaysia, Philippines, Singapore, Thailand and Taiwan.
