marketing daily reporting: According to Nielsen’s Latest Global Trust in Advertising Survey, 92%
of respondents in 56 different countries said they trusted
word-of-mouth recommendation from their friends
and family above all other forms of communication. That’s up 17% since
2007.
Consumers are also increasingly likely to trust the voices of strangers over those of a corporation.
Online consumer reviews are the second-most trusted form of communication (cited by 70% of consumers, up 15% since 2007).
At
the same time, trust in paid traditional media (including
television, magazine and newspaper ads) has steadily declined since
2009. (Trust in television is down 24%; magazines, down 20%; and
newspapers down 25%, according to the survey.) Overall, 47% of
consumers worldwide said they still trusted those media, although the
drops are substantial.
Meanwhile, trust in online advertising is
growing. Thirty-six percent of consumers trusted online
video ads, and 33% believed online banner ads -- up from 26% in 2007.
Paid search engine advertising was deemed trustworthy by 40% of
consumers, up from 24% in 2007.
Only 58% of
consumers trust “owned media” such as company Web sites, while only 50%
said they found content in e-mails they received from brands (by
consent) to be similarly credible. Only 40% of
global respondents found product placements credible, about the same
levels as radio ads (42%) and pre-movie cinema ads (41%).
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