Nielsen: Global Consumers’ Trust in ‘Earned’ Advertising Grows in Importance | Nielsen

This was an important piece of research from 2012 for any business that has an interest in positioning themselves as the clear market leader. That should be every business right? I mean what business doesn’t want to be the clear leader? In today’s economy you just can’t afford to ignore these kind of studies that show exactly what consumers are thinking and what works to influence them into buying from you. Welcome to a reputation economy. those businesses that recognize this are the leaders of tomorrow.

NEW YORK – April 10, 2012 – Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years.Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half 47% of consumers around the world say they trust paid television, magazine and newspaper ads, confidence declined by 24 percent, 20 percent and 25 percent respectively since 2009. Still, the majority of advertising dollars are spent on traditional or paid media, such as television. In 2011, overall global ad spend saw a seven percent increase over 2010, according to Nielsen’s most recent Global AdView Pulse. This growth in spend was driven by a nearly 10 percent increase in television advertising, with countries, including the U.S. and China, attracting more advertising dollars versus the year prior.

via Nielsen: Global Consumers’ Trust in ‘Earned’ Advertising Grows in Importance | Nielsen.

The Importance of Online Reputation

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