We have read about the Chinese consumersâ dependence on online opinions and user generated contents, while making a purchasing decision. However, the Global Online Consumer Survey conducted by Neilson points out that, unlike the Chinese consumers, the Indian consumers are still having their faith on traditional forms of advertising.
Though it cannot be described as a sharp contrast to the global trend, Indian consumers depend on editorial content, particularly in newspapers, while making a decision about a brand. The survey reveals that personal recommendations also play a pivotal role in this regard. 93 percent of Indian respondents said that they trust personal recommendations more.
Advertising on traditional media such as newspaper and television is still ahead in India, which is slightly against the global trend of importance to consumer posted opinions.
Brand websites are the most trusted form of advertising globally. 78 percent of Indian voters expressed their trust on brand websites, and India ranks sixth in this regard globally.
Via: afaqs
