Consumer trust in different types of advertising in North America 2011-2015

The graph presents levels of consumer trust in different types of advertising in North America in 2011, 2013, and 2015. Personal recommendation was the most trusted form of advertising in 2015, with 82 percent of respondents stating that they somewhat or completely trusted recommendations they got from people they knew. The same study found that people from North America found humorous ads most appealing, followed by value-oriented ads and real-life situations. North American ad market is projected to exceed 254 billion U.S. dollars in 2017.

Consumer trust in various types of advertising in North America from 2011 to 2015

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Release date

October 2015


North America

Survey time period

2011: August 30 to September 16, 2011; 2013: Q1 2013; 2015: February 23 to March 13, 2015

Number of respondents

2011: n = 28,000 in 55 countries worldwide; 2013: n = 29,000 in 58 countries; 2015: n > 30,000 in 60 countries

Special properties

respondents with internet access only

Supplementary notes

In 2011, 28,000 people were interviewed worldwide. In 2013, 29,000 people were interviewed worldwide. In 2015, more than 30,000 people were interviewed worldwide. The study does not provide a separate number for North America only.
Question: To what extent do you trust the following forms of advertising/recommendation?

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