Global online consumers place the most amount of trust in earned media, and the least in ads served on mobile phones, finds Nielsen [download page] in an April 2012 report. An impressive 92% of consumers surveyed around the world said they trust earned media, such as word-of-mouth or recommendations from friends and family, an 18% increase from 2007. Consumer opinions posted online (70%) was next-most trusted, outpacing other formas such as editorial content within newspaper articles, and branded websites (both at 58%). Text ads on mobile phones are trusted by just 29% of consumers.
This finding contrasts with April 2012 survey results from Ipsos, which found that while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommended it. Read the rest at Marketing Charts.