Nielsen’s global consumer survey results are in. Word of mouth is the most trusted form of advertising in the world. What some may find surprising (but not us) is that offline advertising beats online advertising in consumer trust. Someone get Glenn Kelman on the phone. Glenn told us he didn’t see the value in traditional advertising for Redfin.
The Nielsen study is done twice-a-year. 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East are surveyed to determine their consumer attitudes toward 13 types of advertising - from conventional newspaper and tv ads to branded web sites and consumer-generated content.
Here are the most trusted forms of advertising. Recommendations from other consumers are the most trusted. Newspaper ads are second! ahead of TV, online consumer opinions and branded websites. We don’t know whether the newspaper ads include classifieds. Hardly anyone trusts mobile phone ads— so don’t waste your money.
Here are the Top 5 and Bottom 5 word of mouth trusting countries. Get consumer buzz in Hong Kong and you’re good as gold. The Italians and Danes aren’t buying any of it.
And here’s some news: Blogs and online user generated media content are reliable sources in North America. Asia & Europe are a close second and third.
About Nielsen (from their website):
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
Source:
Word of Mouth The Most Powerful Selling Tool (Nielsen Global Survey)
Image: Word of Mouth by Vicious Rumors.
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