Despite an ever-expanding array of advertising platforms and sources, consumers around the world still place their highest levels of trust in other consumers, according to a recent global Nielsen Internet survey.
Conducted twice-a-year among 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East, Nielsen most recently surveyed consumers on their attitudes toward thirteen types of advertising – from conventional newspaper and television ads to branded web sites and consumer-generated content.
The Nielsen survey found that overall, consumers trust other consumers above all else! (Word of Mouth!) 78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers. Newspapers followed up respectfully at 63% and online postings (Blogs!) with 61%.
Excerpt from Global Neilson consumer report, "Trust in Advertising"
