July 17th, 2009

Who Consumers Trust

nielsen 600x300

Do you ever wonder if consumers really trust brands? Are company and branded websites the leading source of information for consumers? Well according to Nielsen the answer is: yes and no. Branded content is trusted but not as trusted as friendship.

Earlier this month, Nielsen released a study finding global consumers trust their online friends just as much as they trust a brand’s website for product information and advice.

What does it all mean?

It means that when any consumer goes to purchase a new mobile they are just as likely to trust the phone producer’s web site for advice as they are to trust an anoynmous friendship through a social network. Brands have a big opportunity in this situation. Leverage your website to start a conversation with the consumer, but don’t let it end there.

The statistics show an  increase in the trust and likeability of advertising, yet online advertising has been found to be the least trusted form of marketing. Less than 30%  of world wide consumers trust and believe in  online ads and mobile advertising. It varies from country to country but it shows that consumers crave authenticity not mass advertising.

When it came to measuring consumer trust for mainstream media like TV, radio and print, the Nielsen study found that these mediums all scored around the 50-60%, indicating that on average one in two people would trust an advertisement  for purchasing advice. However, as with all 50-50 statistics, it also means that one in two people wouldn’t trust your ad.

So why not do both? That is why not invest your advertising dollars into creating a  friendship with consumers integrating mass media and online content? This survey shows that advertising must adapt to the new form of marketing. It is a great time to be a consumer – after all we are squarely in the age where the consumer is in control – and there is an immense opportunity for marketers and advertisers to gain advocates for their brands.  The time has come to develop a relationship with consumers and create authentic communications about your services and brand.

To read this Nielsen Consumer Survey click here.

Image by rcade. Used under the Creative Commons attribution licence.

Communications