Consumers 'look to acquaintances' for ads to trust in
Category: Data | 08th Jul 2009
The world's most trusted forms of advertising are recommendations by personal acquaintances and opinions posted by consumers online, according to new research.
A Nielsen Global Online Consumer Survey of more than 25,000 internet consumers from 50 countries has revealed that 90 per cent of online consumers from across the globe trust the recommendations of someone they know, which may interest those in digital marketing.
Meanwhile, 70 per cent trust consumer opinions posted on the internet, with brand websites trusted by the same amount of people.
"It's possible that the CGM [consumer-generated media] revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers," commented Jonathan Carson, president of online, international for the Nielsen Company.
This shift may have been made across from "the lofty ideals" of advertisers, he added.
In other customer insight news, comScore has revealed that 21.8 million UK internet users watched 971 million online display ads on multimedia sites this April.
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