S’poreans turn to social media for travel & food products: report

SINGAPORE: A new report showed that social media is playing an increasing role in influencing Singaporean consumers’ purchasing decisions, when it comes to food and travel.

The latest annual global Nielsen Social Media Report showed that when it comes to choosing a restaurant (68 per cent) or a food and beverage product (67 per cent), more than two thirds of Singaporeans turn to social media websites or online reviews.

Nearly seven in 10 (67 per cent) also said they’d choose travel related products based on positive recommendations shared online.

The food, beverage, leisure and entertainment categories were also the most discussed products via social networking in Singapore, in the past year.

A third of Singaporeans post comments online about brands, at least once a week. And they’re the most mobile compared to respondents from other countries.

Across the globe, Singapore has the highest usage of social media via mobile phone.

Seven in 10 consumers (70 per cent) here log on to social media via their mobile phone. The figure is 23 percentage points higher than the global average of 47 per cent.

Managing director of Nielsen for Singapore and Malaysia, Joan Koh, said: "With the increasing relevance and engagement levels of social media, we are now able to see a direct correlation between positive social media sentiment and actual intent to purchase products and services, especially for those operating in the food and beverage, travel and entertainment sectors.

"Social media represents a huge opportunity for brands to gain positive favour with consumers and savvy marketers can harness the growing influence of social media to impact business."

Compared to Singaporean consumers, those from the region said the top three categories where purchasing decision is most influenced by social media are — electronics (75 per cent), entertainment (74 per cent) and clothing (74 per cent).

— CNA/ck