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

Consumer trust in advertising worldwide between 2007 and 2015, by advertising format

Characteristic	2007	2011	2013	2015
Advice from people I know	78%	92%	84%	83%
Co-branded Website	60%	58%	69%	70%
Consumer review posted online	61%	70%	68%	66%
Editorial content such as newspaper articles	-	58%	67%	66%
TV Advertising	56%	47%	62%	63%
Brand Sponsorship	49%	47%	61%	61%
Advertising in newspapers	63%	46%	61%	60%
Advertising in magazines	56%	47%	60%	58%
Billboards and other outdoor advertising spaces	53%	47%	57%	56%
Emails according to my subscription on the website	49%	50%	56%	56%
Product placement on TV	-	40%	55%	55%
Advertising in movie theaters	38%	41%	56%	54%
Radio advertising	54%	42%	57%	54%
Advertising on online videos	-	36%	48%	48%
Search advertising	34%	40%	48%	47%
Advertising on social media	-	36%	48%	46%
Displaying advertisements on mobile devices	-	33%	45%	43%
Online banner advertising	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

T3 2007, T3 2011, T1 2013, T1 2015

Number of respondents

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

Special properties

global average; based on the online population

Supplementary notes

The figures for the period from 2007 to 2013 come from previous Nielsen publications.
The missing figures in the chart were not provided by the source.

Citation formats

This chart shows consumer trust in different types of advertising. In 2015, personal recommendations were the form of advertising that inspired the most trust, with 83 percent of respondents stating that they partially or completely trusted recommendations made by friends and acquaintances.

Trust in Advertising – Additional Information

Advertising is responsible for conveying a message to existing and potential consumers on behalf of a company. If consumers do not believe the message or do not trust the messenger, the advertising is doomed to fail. All components of an advertising campaign affect trust levels, from the product itself to the platform used to target consumers.
In April 2014, a YouGov survey asked this question: “Which advertisements do you think are the most trustworthy?” The results were ranked by product type. During the survey, 25 percent of respondents felt that advertisements for traditional restaurants (other than fast food) inspired the most trust. Advertisements for clothing stores, fast food restaurants, and consumer electronics also ranked among those that inspired greater consumer trust. In the same survey, respondents also answered the question: “Which advertisements do you think are the least trustworthy?” Diet product advertisements topped the list (34 percent of respondents), followed by financial or insurance services and products, with 26 percent of respondents considering them untrustworthy.
Consumers worldwide responded to another survey in 2011 and 2013 regarding their trust in different types of advertising. In both years, recommendations made by acquaintances were considered the most reliable form of advertising. In 2011 and 2013, 68 percent of respondents stated that they partially or completely trusted consumer opinions posted online. Conversely, only 27 percent of respondents felt that advertising messages sent to mobile phones were trustworthy.