WoM "the most trusted source of information when consumers decide which products to buy"

Despite an ever-expanding array of advertising platforms, consumers around the world still place the highest level of trust in other people’s opinions, according to a global Nielsen survey of 26,486 internet users in 47 markets.

Nielsen surveyed consumers on their attitudes toward 13 types of advertising - from conventional newspaper and television ads to branded websites and consumer-generated content.

Recommendations from consumers remain “the most trusted sources of information when consumers decide which products and services to buy,” said David McCallum, the global managing director for Nielsen’s Customized Research Services.

Although consumer recommendations are the most credible form of advertising among 78% of the study’s respondents, Nielsen research found significant national and regional differences.

Word of mouth, for example, generates considerable levels of trust across much of Asia Pacific. Six of the top ten markets that rely most on “recommendations from consumers” are in this region, including Hong Kong (93%), Taiwan (91%) and Indonesia (89%).

The study covers 47 Markets: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.

Comments

[Justin Tsan]

Wow, I am impressed. I wouldn't be able to come up with this statistic. In preparing for one of my new posts, I stumble upon your blog and thought this will be a great resource blog for me to come back. Thank you for your good work. Justin