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NEW YORK, N.Y. -- 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 Internet survey by Nielsen based here.
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.
"Advertisers around the world are able to reach consumers across an increasingly diverse range of media platforms," said David McCallum, global managing director for Nielsen's Customized Research Services. "Even so, the recommendation of someone else remains the most trusted sources of information when consumers decide which products and services to buy."
The Nielsen survey also found that while new platforms like the Internet are beginning to catch up with older media in terms of ad revenues, traditional advertising channels continue to retain the public's trust. Ads in newspapers rank second worldwide among all media categories, at 63 percent overall, while television, magazines and radio each ranked above 50 percent. Such advertising scored best in Latin America and most poorly in Eastern Europe, the Middle East and Africa (EEMEA) regions.
Although consumer recommendations are the most credible form of advertising among 78 percent of the study's respondents, Nielsen research found significant national and regional differences regarding this and other mediums. Word of mouth, for example, generates considerable levels of trust across much of Asia Pacific. Six of the top ten markets that rely most on "recommendations from consumers" are in this region, including Hong Kong (93 percent), Taiwan (91 percent) and Indonesia (89 percent). At the other end of the global spectrum, Europeans, generally, are least likely to trust what they hear from other consumers, particularly in Denmark (62 percent) and Italy (64 percent).
The Nielsen Co., parent of Progressive Grocer, is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), trade shows and business publications.