Who do consumers trust most when information on products?

A new spin on this important question in the latest research from Nielsen– just updating for new edition of Internet Marketing text.

The best way to interpret is through the orange circles – few trust any one source completely it seems.

Online consumer opinions rate well, showing the importance of including testimonials and social reviews and ratings.

In order of popularity – “Trust somewhat”

  • 58% Recommendations from people I know

  • 45% Consumer opinions posted online

  • 36% Emails I signed up for

  • 34% Editorial content such as a newspaper article

  • 34% Brand websites

  • 26% Ads on TV

  • 19% Ads served in search engine results

  • 14% Online banners ads (13% for social network ads)


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About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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