The explosion of social networks and consumer-generated media over
the last few years continues to have a significant impact on advertising
as consumers’ reliance on word-of-mouth in the decision-making process –
either from people they know or online consumers they don’t – has
increased significantly.
According to Nielsen’s latest Global Trust in Advertising report,
which surveyed more than 28,000 Internet respondents in 56 countries,
92 percent of consumers around the world say they trust earned media,
such as recommendations from friends and family, above all other forms
of advertising—an increase of 18 percent since 2007. Online consumer
reviews are the second most trusted source of brand information and
messaging, with 70 percent of global consumers surveyed online
indicating they trust messages on this platform, an increase of 15
percent in four years.
The survey also showed that nearly six-in-10 global online consumers
(58%) trust messages found on company websites, and half trust email
messages that they signed up to receive. On the Web, four-in-10
respondents rely on ads served alongside search engine results, 36
percent trust online video advertisements, and one-third believe the
messages in online banner ads—an increase of 27 percent since 2007.
Sponsored ads on social networks, a new format included in the 2011
Nielsen survey, are credible among 36 percent of global respondents.
Display ads (video or banner) on mobile devices such as tablets and
smartphones are trusted by one-third of global respondents, which is
slightly higher than the reported consumer trust level of text ads on
mobile phones (29%). While the reported consumer trust level in mobile
phone advertising is still low, it increased 61 percent since 2007 and
21 percent since 2009.
When it comes to traditional, paid media, while nearly half of
consumers around the world say they trust television (47%), magazine
(47%) and newspaper ads (46%), confidence declined by 24 percent, 20
percent and 25 percent, respectively, between 2009 and 2011. Still, in
2011, overall global ad spend saw a seven percent increase over 2010,
according to Nielsen’s most recent Global AdView Pulse. This growth in spend was driven by a 10 percent increase in television advertising.
http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/
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