Study: 60% APAC consumers question authenticity of online content

In today's digital age, trust online is in the spotlight as people are increasingly scrutinising what they see and what they believe online, affecting how customers behave towards businesses trying to reach out to them. 

In APAC, people's response to rapid technological advances is mixed with 62% of survey respondents saying that trust is an important factor to them when choosing to engage with a brand. 

This is especially the case for emerging markets such as the Philippines (75%), according to recent study titled "Life trends 2025" by Accenture Song.

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This hesitance is influenced by the increased use of AI and generative AI (gen AI). While appreciating the convenience digital technology offers, people are increasingly scrutinising it to rebalance technology's role in their lives. 

In fact, trustworthiness of digital technology is shaping how people are interacting with online content. 53% of APAC respondents said they question the authenticity of product reviews, with the Philippines and Indonesia leading. 

This is especially since social trends such as "What I ordered vs What I got" underline the trust erosion impacting online shopping and brand interactions. 

Following which, 60% have indicated that they question the authenticity of online content more than before. 

Meanwhile, fraudulent behaviour and scams online aren't new but when put together with gen AI, committing the crime is much easier, said the report. 

It added that 33% have experienced deepfake attacks or scams for personal information and money, destroying people's trust in the online experience. In Vietnam, almost half have experience such threats. 

Additionally, people are increasingly impatient to achieve delayed life goals. Consumers now prefer quick answers and guidance, often turning to crowd-sourced information for faster results. This even applies to taking riskier paths for health and financial goals.

As such, 80% of APAC consumers would engage more with a brand that educates them through blogs and videos. 

Online, people are also increasingly seeking depth, authenticity and sensory richness in their experiences. They also aim to engage with the world in meaningful ways. 

This reflects a renewed desire to reconnect with nature and each other as people seek balance between technology and moments of joy and well-being, according to the report. 

In Asia, this trend is also seen in the increase in "in person" dating vs online and shopping in physical stores. 

As gen AI enters the workplace, consumers globally are valuing work/life balance most highly (52%). A high salary (48%), job security (39%), flexible work arrangements (34%) and personal growth (31%) were also considered valuable. 

At home, however, parents are facing a new challenge in helping the next generation build a healthy relationship with digital technology. This looks like mobilising guardrails and the push for government polices to protect young people from the different types of online harm.  

This is seen in Australia where the government is planning to introduce legislation to enforce a minimum age for access to social media and other relevant digital platforms.

While this law is not in effect in places such as Singapore and Malaysia, these issues still hit home. In fact, earlier in September, Malaysia communications minister Fahmi Fadzil said that the government will learn from other countries on how to tackle issues regarding social media usage by minors.

He even received support from the Communications and Multimedia Content Forum of Malaysia (Content Forum) to ensure that children under the age of 13 do not have their own social media accounts in April this year. 

Meanwhile, in Singapore, the Infocomm Media Development Authority (IMDA) issued a code of practice in July last year with a tighter control on advertisements on the social media accounts of children to minimise their exposure to harmful content.

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