The growth of social networks and personal recommendations around the world continues to have a major impact on advertising. To make decisions, consumers rely more on information gathered online or person-to-person, says Nielsen’s latest Global Trust in Advertising survey of more than 28,000 Internet respondents in 56 countries.
Nine of ten consumers (92%) say they trust “earned media” – that is, recommendations from friends and family – above all other forms of advertising. That’s an increase of 18% in the last five years. Online consumer reviews are the second most trusted source of messaging and brand information, with seven of ten global consumers (70%) surveyed online saying they trust messages on this platform – an increase of 15% in four years.
The survey results found that nearly six of ten global online consumers (58%) trust messages found on company websites, and half trust email messages that they signed up to receive. One of three consumers (36%) trust online video ads and a third believe the messages in online banner ads – an increase of 27% in five years ago.
Banner or video display ads on mobile devices such as tablets and smartphones are trusted by one-third of global respondents. That is slightly higher than the reported consumer trust level of text ads on mobile phones (29%). While the reported consumer trust level in mobile phone advertising is still low, it increased 61% in the last five years and 21% in the last two.
In a related Q4 2011 Nielsen survey of connected device owners in the U.S., U.K., Germany and Italy, it was found that using a tablet or smartphone to check email or to look up program or product information while watching TV is more common than not. In the U.S., nine of ten tablet owners and smartphone owners used their device while watching TV at least once during a 30-day period. In the U.K., consumers also used their devices heavily while watching TV – eight of ten for tablet users (80%) and nearly eight of ten (78%) for smartphone users.
Those least likely to use a device while watching TV were German and Italian consumers. Three of ten users there (29%) never use a tablet and TV at the same time, while a third of Italians (34%) and a third of Germans (35%) don’t use their smartphone while watching television.