Which Forms of Advertising Do Consumers Trust – and Act On – the Most?

Online consumers around the world place their greatest amount of trust in earned media, while TV wins among paid media, finds Nielsen [download page] in its latest “Trust in Advertising” report. 84% of respondents said they completely or somewhat trust recommendations from people they know, a 6% point increase from 2007. Branded websites (+9% points to 69%), consumer opinions posted online (+7% points to 68%), editorial content such as newspaper articles (67%) and ads on TV (+6% points to 62%) were next. The rankings differed slightly when it came to the forms consumers claim they’re most likely to act upon. (more…)