July 2009
Intermediate to advanced
240 pages
6h 33m
English
Content preview from International Communications Strategy
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| 7 | Social media as a part of life |
Over 75 per cent of consumers surveyed by BurstMedia1 in 2005 use the internet as a shopping resource. The majority of them use it as their primary source of information when evaluating and comparing products. This is true across all income brackets, with greater usage amongst those of a higher-income bracket.
Nielson’s Global Consumer Survey2 in 2007 reported that:
- Recommendation by other consumers is the most powerful selling tool, especially in the Asia-Pacific, particularly in Hong Kong (93 per cent) and Taiwan (91 per cent).
- Consumer-generated media such as blogs were found to be a reliable source of information in this region as well as in the USA, with 81 per cent of South Korean and 76 per ...
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