Despite an ever-expanding array of advertising platforms and sources, consumers around the world still place
their highest levels of trust in other consumers, according to a recent global Nielsen Internet survey.
Conducted twice-a-year among 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and
the Middle East, Nielsen most recently surveyed consumers on their attitudes toward thirteen types of
advertising – from conventional newspaper and television ads to branded web sites and consumer-generated
content.
The Nielsen survey found that overall, consumers trust other consumers above all else! 78% of respondents
said they trusted - either completely or somewhat – the recommendation of other consumers.
“The recommendation of someone else remains the most trusted source of information when consumers decide which
products and services to buy,” said David McCallum, the global managing director for Nielsen’s Customized
Research Services.
“The advertising industry has to do a better job at communicating the value it brings to consumers,” said
Jonathan Carson, of Nielsen BuzzMetrics, a service of The Nielsen Company.
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About Nielsen BuzzMetrics
Nielsen BuzzMetrics is the global measurement standard in Consumer-Generated Media. With solid data-mining
technology, superb research and Nielsen’s unrivalled experience in media measurement and client services,
BuzzMetrics helps today’s companies, brands and business professionals better understand the influence and
impact of CGM on products, issues, reputation and image.
About The Nielsen Company The Nielsen Company is the world's leading provider of marketing information
(ACNielsen), audience measurement, and business media products and services. By delivering an unmatched
combination of insights, market intelligence, advanced analytical tools, and integrated marketing
solutions, Nielsen provides clients with the most complete view of their consumers and their markets.
Headquartered in New York, USA and Haarlem, The Netherlands, Nielsen operates in more than 100 countries with a
global team dedicated to helping clients compete more effectively and discover opportunity with more clarity
than ever before.
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