7 in 10 Hong Kong consumers likely to trust online comments when choosing brands

Here's how social media affect buying perception.

According to a release, 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.