WORD-OF-MOUTH THE MOST POWERFUL SELLING TOOL: NIELSEN GLOBAL SURVEY
Traditional Media Advertising Still More Credible Worldwide Than Ads on Search Engines, Web Site Banners and Mobile Phones
New York, October 1, 2007 – 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.
“Advertisers around the world are able to reach consumers across an increasingly diverse range of media platforms,” said David McCallum, the global managing director for Nielsen’s Customized Research Services. “Even so, the recommendation of someone else remains the most trusted sources of information when consumers decide which products and services to buy. And even though new media technologies are playing a role in ‘globalizing’ society, many purchasing decisions are still based on firmly held national and cultural attitudes. Furthermore, given that nothing travels faster than bad news - with estimates that reports of bad experiences outnumber good service reports by as many as 5:1 - the importance of responsive, high quality customer service is yet again highlighted.”
The Nielsen survey found Filipinos and Brazilians (67%) to be the most trusting overall of all forms of advertising, while trust among Danes (28%), Italians (32%), Lithuanians (34%) and Germans (35%) were the lowest in the world.
