Nielsen Study: Trust in Online Advertising Increasing

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.

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