It is not surprising to learn from the recently released study by research giants Nielsen that the number of people viewing online videos in Asia is rising. The Nielsen Global Multi-Screen Report which studied media habits of online consumers both in Asia and globally found as many as 80% of Asian consumers viewed online video in the last month. This was up five points since 2010 and six points higher than the global average of 74%.

We now have 68% of Asian netizens accessing videos online at least once a week. Up from 63% in 2010.

Kerry Brown, Nielsen’s APMEA Region Cross-Platform Audience Measurement Director suggests this growing popularity is the result of increasing internet penetration and ownership of connected devices.

The unpleasant surprise is to learn that consumers did not trust messages via online video advertisements. Only 33% had that trust. When it came to searching for product information only 36% thought they had any relevance.

Brown observed, “Online video advertising is the new frontier for agencies and advertisers. The platform provides a unique opportunity to engage with consumers, but the message needs to be relevant and capture web browsers’ attention.”