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

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.
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201120132015
Recommendations from people I know90%82%82%
Consumer opinions posted online68%68%66%
Ads in newspapers47%63%65%
E-mails I signed up for55%63%64%
Editorial content such as newspaper articles61%67%63%
Ads on TV46%61%63%
Ads in magazines47%62%62%
Branded websites52%62%61%
Ads on radio45%58%60%
Billboards and other outdoor advertising41%55%57%
Brand sponsorships40%57%57%
Ads before movies40%54%56%
TV program product placements35%52%53%
Ads served in search engine results35%44%49%
Online video ads31%44%47%
Ads on social networks31%39%42%
Online banner ads28%33%41%
Ads on mobile devices26%35%39%
Text ads on mobile phones25%27%37%
201120132015
Recommendations from people I know90%82%82%
Consumer opinions posted online68%68%66%
Ads in newspapers47%63%65%
E-mails I signed up for55%63%64%
Editorial content such as newspaper articles61%67%63%
Ads on TV46%61%63%
Ads in magazines47%62%62%
Branded websites52%62%61%
Ads on radio45%58%60%
Billboards and other outdoor advertising41%55%57%
Brand sponsorships40%57%57%
Ads before movies40%54%56%
TV program product placements35%52%53%
Ads served in search engine results35%44%49%
Online video ads31%44%47%
Ads on social networks31%39%42%
Online banner ads28%33%41%
Ads on mobile devices26%35%39%
Text ads on mobile phones25%27%37%
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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.
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Release date
October 2015
Region
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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