Chart - Veracity Of Message & Frequency Of Exposure To Company Information

How many times does an informed consumer need to hear something about a company to be convinced it’s true? More than twice, for most of them, according to results from the “2013 Edelman Trust Barometer.” The online survey of 26,000 general population respondents across 26 countries found that a plurality 35% of those identified as “the informed public” need to hear company information 3 times to believe it, while another 29% need to hear it 4-5 times.

The report defines informed publics as aged 25-64, college-educated, in the top 25% of household income per age group in their country, and reporting significant media consumption and engagement in business news and public policy. Read the rest at MarketingCharts.