Consumers’ reliance on word-of-mouth in the decision-making process – either from people they know or online consumers they don’t – has increased significantly.
According to Nielsen’s (@NielsenWire) latest Global Trust in Advertising report, which surveyed more than 28,000 Internet respondents in 56 countries:
· 92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising — an increase of 18% since 2007.
· 70% trust online consumer reviews, an increase of 15% in 4 years.
· 58% (nearly 6-in-10) trust messages found on company websites.
· Half trust email messages that they signed up to receive.
· 4-in-10 respondents rely on ads served alongside search engine results.
· 36% trust online video advertisements.
· One-third believe the messages in online banner ads — an increase of 27% since 2007.
· Sponsored ads on social networks, a new format included in the 2011 Nielsen survey, are credible among 36% of global respondents.
· Display ads (video or banner) on mobile devices such as tablets and smartphones are trusted by one-third of global respondents, which is slightly higher than the reported consumer trust level of text ads on mobile phones (29%). While the reported consumer trust level in mobile phone advertising is still low, it increased 61% since 2007 and 21% since 2009.
· When it comes to traditional paid media, while nearly half of consumers around the world say they trust television (47%), magazine (47%), and newspaper ads (46%), confidence declined by 24%, 20%, and 25%, respectively, between 2009 and 2011.
Interestingly (perhaps confusingly), the 92% statistic above contrasts with April 2012 survey results from Ipsos (@ipsosnewspolls & @ipsosna), which finds that, while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommend it. Hmmmmmmm!
Possibly our previous blogpost, "Matching the Medium with the Message in Word-of-Mouth Marketing," might shed some light on the confusion.
Contact Somersault (@smrsault) to help you communicate your brand’s message through owned media, consigned media, earned media, and paid media.
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