Filipinos trust word-of-mouth recommendations the most - Nielsen

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According to the Nielsen survey, more than nine in 10 Filipinos trust word-of-mouth recommendations from people they know.

Metro Manila (CNN Philippines) — When it comes to making a purchase, word-of-mouth recommendations from people they know is the most trusted source of advertising for Filipino consumers, a recent Nielsen survey revealed.

Results of the 2015 Nielsen’s Global Trust in Advertising Survey, which was released to media on Monday (September 28), showed that 91 percent of consumers in the Philippines “placed trust in word-of-mouth recommendations from people they know” — the highest trust level for this ad format among Southeast Asian consumers.

Also influential among Filipinos are editorial content, such as newspaper articles, with 80 percent; and consumer opinions posted online with 75 percent.

“While word-of-mouth endorsements continue to earn the biggest trust of consumers, extending the conversation in the digital format can result to quicker and viral results,” Stuart Jamieson, managing director of Nielsen Philippines, said.

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Online vs. traditional ads

Despite the proliferation of online advertising formats, traditional ads continue to be a major influencer in purchasing decisions.

TV leads as the most trusted traditional format with 75 percent — surpassing the global average of 63 percent. Newspaper and magazine advertisements closely follow behind with 74 percent  and 70 percent, respectively.

Jamieson explained that “[w]hile digital ads offer considerable advantages — such as precision-focused campaigns, in-flight adjustments and more creative options — TV still delivers unequalled ability to reach the masses.”

Although earning low trust ratings, the survey revealed that online and mobile formats are highly effective in driving consumers to the point of purchase.

Self-reported action for both text ads on mobile phones — 33 percent trust; 52 percent take action — and ads on mobile devices — 47 percent trust; 58 percent take action — surpassed their trust ratings by more than double digits. 

Jamieson credited this to one attribute: easy access to products or services.

“Online and mobile formats make it easier for consumers take quick action on the advertisement,” Jamieson said. ”With just a click, consumers are directed to a place where they can receive more information or purchase the item.”

Speaking to the hearts and minds of consumers

The survey also revealed that advertisements featuring real-life situations is the most like to resonate among Filipinos. This is followed by advertisements that are family-oriented at 62 percent, health-themed at 57 percent, value-oriented at 50 percent, and humorous at 42 percent.

“The advertising medium is only part of the formula for reaching consumers. It’s important for consumers to identify and connect with both the brand and message,” Jamieson advised.

“Advertisements that feature relatable situations and comedic relief, and which focus on family, values and health greatly appeal to consumers and elicit the most positive response.”

The poll asked 30,000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned, and owned advertising mediums. It was conducted from February 23 to March 13 this year.