Global consumer trust in advertising by format 2015| ��ƽ��

Consumer confidence in advertising worldwide from 2007 to 2015, by ad format

Characteristic	2007	2011	2013	2015
Recommendation from people I know	78%	92%	84%	83%
Brand Websites	60%	58%	69%	70%
Consumer reviews published online	61%	70%	68%	66%
Editorial content, e.g., newspaper articles	-	58%	67%	66%
TV Ads	56%	47%	62%	63%
Brand Sponsorship	49%	47%	61%	61%
Newspaper advertisements	63%	46%	61%	60%
Magazine advertisements	56%	47%	60%	58%
Billboards and other outdoor advertising	53%	47%	57%	56%
Emails I signed up for	49%	50%	56%	56%
Product placement on TV	-	40%	55%	55%
Advertisements in the cinema	38%	41%	56%	54%
Radio advertisements	54%	42%	57%	54%
Online video ads	-	36%	48%	48%
Search Ads	34%	40%	48%	47%
Social media ads	-	36%	48%	46%
Graphic ads on mobile devices	-	33%	45%	43%
Online advertising banners	26%	33%	42%	42%
Text ads on mobile phones	18%	29%	37%	36%

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Release date

October 2015

More information

Region

Worldwide

Survey time period

Q3 of 2007, Q3 of 2011, Q1 of 2013, Q1 of 2015

Number of respondents

2011: n = 28,000; 2013: n = 29,000; 2015: n > 30,000

Special properties

global media, based on the online population

Supplementary notes

The figures for the period from 2007 to 2013 have been extracted from previous Nielsen publications.
The source did not provide the missing figures in the chart.

Citation formats

This chart shows consumer trust in different types of advertising. In 2015, personal recommendations were the most trusted form of advertising, as 83 percent of respondents stated that they trusted their friends' and acquaintances' recommendations either somewhat or fully.

Trust in advertising: additional information

Advertising is responsible for delivering a message to current and potential customers on behalf of a company. If customers do not trust the message or the messenger, it is very likely that the advertising will not achieve its goal. All components of an advertising campaign can affect trust levels, from the product itself to the platform used to reach customers.
In April 2014, a YouGov survey asked: "Which advertising do you consider most trustworthy?" The results were classified by product type. During the survey, 25 percent of participants said they trusted casual dining restaurants (different from fast food restaurants) the most. Other trustworthy ads mentioned included clothing stores, fast food restaurants, and consumer electronics. In the same survey, respondents were asked: "Which advertising do you consider least trustworthy?" At the top of the list, with 34 percent of respondents, were diet products, closely followed by financial or insurance services and products, with 26 percent of respondents saying they considered them untrustworthy.
Consumers worldwide were asked in separate surveys in 2011 and 2013 about their trust in different types of advertising. In both years, the most trusted form of advertising was recommendations through acquaintances. In 2011 and 2013, 68 percent of respondents said they partially or fully trusted consumer opinions posted online. On the other side of the scale, only 27 percent said they trusted text ads on mobile phones.