Global Consumers Trust Word-of-Mouth, Online Reviews, Much More Than Ads

Though television and other forms of advertising remain a principal way marketers reach their target audiences, consumers are much more likely to trust recommendations from friends and online consumer opinions, Nielsen research shows. A survey of 28,000 consumers in 56 countries found that 92 percent trust word-of-mouth and recommendations from friends and family (dubbed “earned media”) above all other forms of advertising. That’s an 18 percent increase since 2007. Seventy percent of those surveyed say they trust online consumer reviews, up by 15 percent in four years. According to Nielsen, the explosion of ads in various media could be affecting “how well they resonate with their intended audiences on various platforms.”