The latest internet-based survey from Nielsen Company has found that personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. However there was good news for sponsorship – which also came out well in the 25,000 strong survey.
The Trust in Advertising element of the survey was first conducted in April 2007 and the two years since then reveals that brand sponsorship has seen the greatest increase in levels of trust among online consumers. According to Nielsen, the figure has risen from 49% in April 2007 to 64% in April 2009 – an absolute increase of 15%. Brand sponsorships are closely followed by ads before movies which have also increased from 38% to 52% – up 14%.
When it comes to trusting brand sponsorships, Nielsen says Latin American countries lead the way with 81% of both Colombian and Venezuelan internet consumers and 79% of Brazilians trusting this form of communications. 52% of British internet consumers trust brand sponsorships, placing Britain 34th out of 50 countries surveyed. Least impressed were the Swedish who came in with just 33% in favour.
Jonathan Carson, president of online, international, for the Nielsen Company said brands should take note of the international fluctuations: “The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to decision-making, brand advertisers still have a major say.”
Note: The latest Nielsen Global Online Consumer Survey was conducted in March-April 2009 among 25, 420 internet consumers in 50 markets across Europe, Asia Pacific, North & Latin America and the Middle East. The survey provides insight into the opinions and preferences of internet consumers. On July 15th, Nielsen will release a white paper covering consumers’ trust in advertising, how they see the benefits of advertising as well as comparing the effect on consumers of television and online video advertising.