Consumers trust earned media more than other forms of advertising.

Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising.

According to Nielsen’s Global Trust in Advertising report (April 2012), which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers around the world say they trust recommendations from friends and family, above all other forms of advertising, an increase of 18 percent since 2007.Online consumer reviews are the second most trusted source of brand information, with 70 percent of global consumers surveyed online indicating they trust consumer opinions posted online, an increase of 15 percent in four years.The explosion of social networks and Consumer Generated Media over the last few years means 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.
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.

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 percent since 2007 and 21 percent since 2009.
Half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011.
In the figure below, result’s survey for 2012.
Global Trust in Advertising in 2012

Global Trust in Advertising in 2012

In the figure below, result’s survey for 2009.

Global Trust in Advertising in 2009

Global Trust in Advertising in 2009