Chart of the Day: Use of social media sites to make purchase decisions

A Nielsen report says 40 percent of online consumers in Asia Pacific claim to view online product reviews before buying.

“Although television still reigns (9 out of 10 people in Southeast Asia watch ‘Free to Air TV’), online has grown rapidly in reach and influence in the last decade and according to Nielsen’s 2010 Global Online survey 40 percent of online consumers in Asia Pacific claim to view online product reviews for purchase decisions," noted Nielsen.

Even more interesting, according to Nielsen, is the strong influence of social media in developing markets such as Vietnam, China, Thailand, Philippines and Indonesia, where more than 60 percent of respondents profess to the influence of social media - much higher than mature markets like Japan, Australia and New Zealand.

Nielsen also reported that globally 14 percent of advertising expenditure goes towards digital. "The Asia Pacific region is trailing behind and, with increasing consumer eyeballs turning to digital media, allocation of marketing budgets needs to reflect the new reality," said Nielsen.