Word-of-mouth recommendations from friends and family are still the most influential, as 84% of global respondents across 58 countries in the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69% in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. 68% of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
Trust in Forms of Advertising (% Completely/Somewhat Trust)
Form of Advertising
% Points Difference vs. 2007
Recommendations from people I know
Consumer opinions posted online
Editorial content (e.g. newspaper)
Ads on TV
Ads in newspapers
Ads in magazines
Billboards and outdoor advertising
Ads on radio
Ads before movies
TV product placements
Ads in search engine results
Online video ads
Ads on social networks
Display ads on mobile device
Online banner ads
Text ads on mobile phones
Source: Nielsen, 2013 (* Not Included in 2007 Survey)
Randall Beard, global head, Advertiser Solutions at Nielsen, says “… owned advertising (is) among the most trusted marketing formats… by nearly 70% of consumers globally, emphasizing… that marketers… (can) control the messages about their brands… that consumers consider credible… a key component in advertising effectiveness… ”
In addition to an increase in trust in messages on branded websites, 56% of respondents said they trust consumer-consented email messages, an increase of 7% percentage points since 2007.
For other online advertising, almost half said they trust ads in search engine results, online video ads and ads on social networks, while more than four in 10 trust online banner ads, up from 26% in 2007. Advertisers spent 26% more on this form of advertising in the first quarter of this year.
Ads on television, in newspapers and in magazines continue to be among the most trusted forms of paid advertising. Trust in television ads increased to 62% in 2013. Six-in-10 respondents trust ads in magazines, a rise of 4 percentage points from 2007. Newspaper ads were the only format to decline in the six-year period, with 61% of respondents finding newspaper ads credible in 2013, down from 63% in 2007, according to Nielsen’s most recent Global AdView Pulse Report.
Beard concluded that “… while TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers are also looking to online media to get information about brands… and, on the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands… “
For more information, please visit Nielsen here.