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

Consumer trust in different types of advertising worldwide 2007-2015 This chart shows how much consumers trust different kinds of advertising. In 2015, personal recommendations were the most trusted form of advertising with 83 percent of respondents stating that they somewhat or completely trusted recommendations they got from friends and acquaintances.
Trust in advertising – additional information

Advertising is responsible for delivering a message to existing and prospective customers on behalf of a company. If customers do not trust the message or indeed the messenger, then advertising will likely fail. All components of an advertising campaign can have an effect on levels of trust from the product itself to the platform used to target customers.
In April 2014, a YouGov poll asked: ‘Which advertisements do you feel are the most trustworthy?’ The results were ranked by product type. During the survey, 25 percent of respondents stated that they found casual dining restaurants (other than fast food) to be the most trustworthy. Other trustworthy advertisements mentioned included those for clothing stores, fast food restaurants and consumer electronics. In the same survey, respondents were also asked; ‘Which advertisements do you feel are the least trustworthy?’ Top of the list, with 34 percent of respondents were diet products, followed closely be financial or insurance services and products with 26 percent of respondents finding them untrustworthy.
Consumers worldwide were asked in a separate survey in 2011 and 2013 about their trust in different types of advertising. In both years, recommendations from people they know was the deemed the most trustworthy form of advertising. In 2011 and 2013, 68 percent of respondents stated that they somewhat or completely trusted consumer opinions posted online. At the other end of the scale, only 27 percent stated that they found text ads on mobile phones to be trustworthy.
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2007201120132015
Recommendation from people I know78%92%84%83%
Branded websites60%58%69%70%
Consumer opinions posted online61%70%68%66%
Editorial content such as newspaper articles-58%67%66%
TV ads56%47%62%63%
Brand sponsorships49%47%61%61%
Newspaper ads63%46%61%60%
Magazine ads56%47%60%58%
Billboards and other outdoor advertising53%47%57%56%
E-mails I signed up for49%50%56%56%
Product placement on TV-40%55%55%
Cinema ads38%41%56%54%
Radio ads54%42%57%54%
Online video ads-36%48%48%
Search advertising34%40%48%47%
Social media advertising-36%48%46%
Display ads on mobile devices-33%45%43%
Online banner ads26%33%42%42%
Text ads on mobile phones18%29%37%36%
2007201120132015
Recommendation from people I know78%92%84%83%
Branded websites60%58%69%70%
Consumer opinions posted online61%70%68%66%
Editorial content such as newspaper articles-58%67%66%
TV ads56%47%62%63%
Brand sponsorships49%47%61%61%
Newspaper ads63%46%61%60%
Magazine ads56%47%60%58%
Billboards and other outdoor advertising53%47%57%56%
E-mails I signed up for49%50%56%56%
Product placement on TV-40%55%55%
Cinema ads38%41%56%54%
Radio ads54%42%57%54%
Online video ads-36%48%48%
Search advertising34%40%48%47%
Social media advertising-36%48%46%
Display ads on mobile devices-33%45%43%
Online banner ads26%33%42%42%
Text ads on mobile phones18%29%37%36%

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This chart shows how much consumers trust different kinds of advertising. In 2015, personal recommendations were the most trusted form of advertising with 83 percent of respondents stating that they somewhat or completely trusted recommendations they got from friends and acquaintances.
Trust in advertising – additional information

Advertising is responsible for delivering a message to existing and prospective customers on behalf of a company. If customers do not trust the message or indeed the messenger, then advertising will likely fail. All components of an advertising campaign can have an effect on levels of trust from the product itself to the platform used to target customers.
In April 2014, a YouGov poll asked: ‘Which advertisements do you feel are the most trustworthy?’ The results were ranked by product type. During the survey, 25 percent of respondents stated that they found casual dining restaurants (other than fast food) to be the most trustworthy. Other trustworthy advertisements mentioned included those for clothing stores, fast food restaurants and consumer electronics. In the same survey, respondents were also asked; ‘Which advertisements do you feel are the least trustworthy?’ Top of the list, with 34 percent of respondents were diet products, followed closely be financial or insurance services and products with 26 percent of respondents finding them untrustworthy.
Consumers worldwide were asked in a separate survey in 2011 and 2013 about their trust in different types of advertising. In both years, recommendations from people they know was the deemed the most trustworthy form of advertising. In 2011 and 2013, 68 percent of respondents stated that they somewhat or completely trusted consumer opinions posted online. At the other end of the scale, only 27 percent stated that they found text ads on mobile phones to be trustworthy.
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Release date
October 2015
Region
Worldwide
Survey time period
Q3 2007, Q3 2011, Q1 2013, Q1 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
Figures for the period 2007 to 2013 come from earlier Nielsen releases.
Figures missing from the graph were not provided by the source.

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