Traditional media and online search engines are the most trusted forms of media for “informed publics” looking for general news and information, according to the “2014 Edelman Trust Barometer.” But which people are the most credible when speaking about companies? Edelman asked respondents to rate the credibility of information heard from different spokespeople when forming an opinion about a company, with some interesting results.
(“Informed publics” refer to college-educated adults aged 25-64 in the top quartile of household income for their respective age groups and who are significant media consumers.)
At the top of the list, about two-thirds of “informed publics” said that they would consider the information they heard from an academic or expert (67%) or technical expert (66%) to be either extremely or very credible. Not far behind, 62% would find information from “a person like yourself” to be at least very credible. (Some other surveys suggest that consumer reviews are more trusted than expert reviews.) Read the rest at MarketingCharts.