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.

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

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240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia