4 in 10 Singaporeans distrust online product reviews

Hong Kongers believe online reviews more.

According to a release, Reader’s Digest’s annual consumer survey across Asia revealed that 4 in 10 Singapore consumers are very or somewhat unlikely to trust comments regarding brands or products that they see on social media platforms. 

Hong Kong consumers, on the other hand, believe most strongly in social media comments with over 70% likely to trust comments on social media platforms. Hong Kong also ranked 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.