Recently Nielsen released survey findings which revealed recommendations by personal acquaintances as the most trusted forms of advertising globally – the same can be said for Malaysia as well.
The twice-yearly Nielsen Global Online Consumer Survey had over 25,000 Internet consumers from 50 countries as respondents and found that 93% of Malaysians said recommendations from people they know were a source they trust.
Followed by editorial content (83%), brand websites (75%), and brand sponsorships (75%). Newspapers and television ads scored 74% trust. While ads served in search engine results (39%), online video ads, online banner ads and text ads on mobile phones all scored the lowest on Nielsen’s chart showing consumer trust in different sources.
Looking at Grey Group’s Eye on Asia study - it sheds some light into the psyche of Malaysian consumers. The agency says the study has identified unique segmentation of Asians based on how they think, feel and react to brands rather than traditional geo-political boundaries.
It says the five Asian brand tribes are:
Malaysia (28%) predominantly sits in the red portion of the pie called “Perceived Value Seekers” which means they look beyond functions and look for added value and emotional connections. While more developed markets like Singapore and Japan tended to favour the green “Individualistic Believers” tribe. This, according to Grey, means they are not looking for trendy or fashionable but are looking for brands which can imprint individual taste.
Basically, I gather that these individuals prefer to find out about products on their own – perhaps even through the internet. Malaysia also registered a score of 21% in this category.
And also registered 20% in the “New Brand Enjoyers” tribe who are said to treat shopping as a treasure hunt and give importance to variety and experience.
Six Pixels of Separation - Marketing and Communications Insights Blog and Podcast - By Mitch Joel at Twist Image