The Nielsen Global Online Consumer Survey of more than 25,000 internet consumers from 50 countries revealed that 90% of internet users trust recommendations from people they know, while 70% trust opinions posted online and brand websites.
The trust in advertising element of the survey was first conducted in April 2007. Since then, brand sponsorship has achieved the greatest increase in consumer trust, at 64%, up 15% from 2007. Trust in cinema ads was the second-biggest rise, from 38% in 2007 to 52% in 2009.
Newspaper ads were the only media to drop in terms of consumer trust, down 2% to 61%, but were still more trusted than magazine ads, which achieved 59%.
Although brand websites scored highly among internet consumers, the survey showed other forms of digital advertising are trusted less than ads in traditional media, such as TV (62%), billboards (55%) and radio with 55%. Text ads on mobiles was the least-trusted form of advertising with 24%, but still achieved a greater level of increase than TV, magazines, radio and newspapers, which increased 6%.
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