Consumer trust in advertising in the Asia Pacific region 2011-2015

To what extent do you trust the following forms of advertising?

Consumer trust in advertising in the Asia Pacific region 2011-2015 The graph presents levels of consumer trust in advertising in the Asia Pacific region in 2011, 2013 and 2015. Personal recommendation was the most trusted form of advertising in 2011, with 94 percent of respondents stating that they somewhat or completely trusted recommendation they get from people they know.
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To what extent do you trust the following forms of advertising?

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201120132015
Recommendations from people I know94%85%85%
Branded websites63%77%78%
Editorial content such as newspaper articles61%70%71%
Consumer opinions posted online76%73%70%
Ads on TV54%67%68%
Brand sponsorships55%68%67%
Ads in newspapers52%65%63%
Ads in magazines54%65%62%
Billboards and other outdoor advertising55%64%60%
E-mails I signed up for53%60%60%
TV program product placements46%62%60%
Ads before movies47%62%59%
Ads on radio47%59%54%
Online video ads42%55%53%
Ads on mobile devices41%52%50%
Ads on social networks42%55%50%
Ads served in search engine results43%52%50%
Online banner ads39%51%48%
Text ads on mobile phones35%45%42%
201120132015
Recommendations from people I know94%85%85%
Branded websites63%77%78%
Editorial content such as newspaper articles61%70%71%
Consumer opinions posted online76%73%70%
Ads on TV54%67%68%
Brand sponsorships55%68%67%
Ads in newspapers52%65%63%
Ads in magazines54%65%62%
Billboards and other outdoor advertising55%64%60%
E-mails I signed up for53%60%60%
TV program product placements46%62%60%
Ads before movies47%62%59%
Ads on radio47%59%54%
Online video ads42%55%53%
Ads on mobile devices41%52%50%
Ads on social networks42%55%50%
Ads served in search engine results43%52%50%
Online banner ads39%51%48%
Text ads on mobile phones35%45%42%
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The graph presents levels of consumer trust in advertising in the Asia Pacific region in 2011, 2013 and 2015. Personal recommendation was the most trusted form of advertising in 2011, with 94 percent of respondents stating that they somewhat or completely trusted recommendation they get from people they know.
Show more
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Dr. Horst Stipp
EVP, Research & Innovation, Advertising Research Foundation

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