Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising.
Consumers are moving towards user reviews to find honest feedback/opinions on products/services. Moreover, people don’t trust anonymous ratings any more. We trust people we know.
The Consumer Generated Media revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.In this new age of consumer control, the survey also showed that nearly six-in-10 global online consumers (58%) trust messages found on company websites.
On the Web, four-in-10 respondents rely on ads served alongside search engine results, 36 percent trust online video advertisements, and one-third believe themessages in online banner ads, an increase of 27 percent since 2007.
Sponsored ads on social networks are credible among 36 percent of global respondents.
In the figure below, result’s survey for 2009.
- Consumer trust in online social and mobile advertising grows – Nielsen, April 10, 2012
- Nielsen’s Global Trust in Advertising Report – April 2012
- Global Advertising Trends – Q4 2011
- Global advertising consumers trust real friends and virtual strangers the most – Nielsen, July 7, 2009