According to new research from Vibrant Media into the value consumers place on digital content, just 2% more consumers trust content from publications (35%) than from brands (33%). However, the data also found that there are more consumers who distrust content from publications (18%) than there are who distrust content from brands (15.5%).
When Vibrant Media’s researchers focused their assessment on media titles and brands with which consumers were familiar, they exposed a greater disparity in levels of distrust between brands and media titles: the number of consumers that distrust content from media titles they know (12%) is double the number who distrust content from brands that they know (6%).
When looking for more information about a brand after seeing an ad, one-third of respondents said the most useful source of information was the advertiser’s own website, with this emerging as the top choice ahead of others such as videos (19%), images (18%), advertorials (8%) and articles written by journalists about the brand (6%), according to a Marketing Charts report.
Consumer Receptiveness To Brand Content Formats (Respondents Aged 13-64 Owning Internet Connected Computer, Mobile Phone Or Tablet)
% Very or Receptive
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Source: Vibrant Media, August 2014
Consumers aged 13-34 years old proved to be more trusting of all content producers, compared to those aged 35-64. The study also found that 50% of respondents feel that it is important they be informed that an advertiser has paid for content. The research results offer reassurance to publishers considering introducing branded content along with their editorial, says the report.
Craig Gooding, Executive Chairman & Founder of Vibrant Media, said, “… the fact that consumers’ level of trust in branded content is… on par with editorial… is very surprising… the higher levels of distrust in publishers’ content than branded… shows far less cynicism… than expected… the findings… reassure… publishers… offering (responsible) branded content… are not compromising their relationship with consumers…”