Consumers Still Trust Traditional Media Advertising Over Online Ads


Newspaper advertising is the most-trusted form of paid media advertising in North America. 63 percent of the North American respondents in a global Nielsen survey among 29,000 consumers stated that they trust newspaper ads. Newspapers just edge out magazine and TV ads, which are trusted by 62 and 61 percent of the polled consumers. The most trusted form of paid online advertising is search engine advertising, which is considered trustworthy by just 44 percent of the respondents.

The results clearly indicate that consumers still have trust issues with online ads, although it needs to be noted that the perception of digital advertising has greatly improved over the past few years. Both search engine ads and online banner ads saw double-digit increases in consumer trust since 2007, indicating that consumers are gradually getting used to these new forms of advertising.

Aside from paid media advertising, unpaid or earned advertising remains the most effective way to reach consumers: personal recommendations and online consumer reviews are considered trustworthy by 82 and 68 percent of the North American respondents, respectively.

Infographic: Consumers Still Trust Traditional Media Advertising Over Online Ads | Statista
Related Infographics
  • Mobile Commerce
    Asians Are the Most Avid Mobile Shoppers

    This chart shows the percentage of e-commerce transactions happening on mobile devices in selected countries.

  • Google
    Google Ads Are Getting Cheaper

    This chart shows the year-over-year change of the average cost per click on Google ads.

  • Twitter
    Asia to Become Twitter's Most Important Market

    This charts shows an estimated regional breakdown of Twitter's active user base from 2012 to 2018.

  • Newspaper Industry
    The Internet Won't Save U.S. Newspapers

    This chart shows the U.S. newspaper advertising revenue.

  • Online Advertising Industry
    Google Still King

    This illustrates the market share of leading internet portals in the global online advertising market. Google's market share grew from 34.9 percent in 2006 to 44.1 percent in 2010.

Advertising & Marketing - Statistics & Facts
You may also be interested in...
Infographic Newsletter

Statista offers daily infographics about trending topics covering Media and Society.

Download & Reference

Relevant Topics & Statistics
Programmatic advertising statistics
Programmatic advertising statistics
Programmatic advertising
    Who may use the "Chart of the Day"?
    The Statista "Chart of the Day", made available under the Creative Commons License CC BY-ND 3.0, may be used and displayed without charge by all commercial and non-commercial websites. Use is, however, only permitted with proper attribution to Statista.

    Which topics are covered by the "Chart of the Day"?
    The Statista "Chart of the Day" currently focuses on two sectors: "Media and Technology", updated daily and featuring the latest statistics from the media, internet, telecommunications and consumer electronics industries; and "Economy and Society", which inlcudes current data from the United States and around the world relating to economic and political issues as well as sports and entertainment.

    Can Statista create customized charts?
    Absolutely! For information on tailor-made and sector-specific Charts of the Day, please contact Jan Ahrens