Home  › Stats
Nielsen Logo

Nielsen Study: Trust in Online Advertising Increasing

  |  September 18, 2013   |  Comments

The report, namely Trust In Advertising 2013, reveals that consumers globally are increasingly turning to online media for more information about brands.

Consumer trust in online advertising is increasing, according to a recent report from Nielsen.

The report, namely Trust In Advertising 2013, reveals that consumers globally are increasingly turning to online media for more information about brands. In fact, trust in advertising on branded websites has reached 69 percent in 2013 and is ranked as the second most trusted format. This is a 9 percent jump from its fourth-place ranking in 2007.

Word-of-mouth recommendations from friends and family - otherwise known as earned advertising - are still the most influential, with 84 percent of global respondents believing this to be the trustworthiest.

Online consumer opinions - ranked third influential - saw 68 percent trust in 2013, up 7 percentage points in 2007. Meanwhile, 56 percent of survey respondents indicated that they trust consumer-targeted email messages, while 49 percent respondents voted for this format in 2007.

A look at other online advertising platforms reveals that 48 percent of respondents trust ads in search engine results, online video and social networks. Additionally, more than four in 10 (42 percent) trust online banner ads, up from 26 percent in 2007. This is good news for advertisers, who spent 26 percent more on this form of advertising in the first quarter of this year.

Lastly, 45 percent of respondents have more confidence in display ads on mobile devices, compared to 37 percent who trust text ads.

Nielsen’s Trust in Advertising survey was conducted between February 18 and March 8, 2013, and polled more than 29,000 consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Resources

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...