Consumers trust newspaper ads most
Maybe consumer marketers shouldn’t be in such a rush to move their advertising budget to online after all. A new research study by Nielsen found that, when it comes to which ads North American consumers trust, online and mobile ads are way at the bottom of the list.
According to the study’s findings, by way of Statista, newspapers top the list of advertising forms that North Americans trust at 63 percent, followed by magazine ads (62 percent), television commercials (61 percent), radio (58 percent), and billboards (55 percent).
None of the new media ad forms reach a trust level of even 50 percent. The highest among them is search (44 percent), followed by online video (44 percent), social media ads (39 percent), mobile display (35 percent) and online banners (33 percent).
According to the Association of Magazine Media and Kantar Media, via Statista, newspaper advertising, local and national, accounted for 11.8 percent of total ad spending in the U.S. in 2012. Television, in various forms, represented 53.1 percent of the total. Internet spending was 8.7 percent.
- Consumers Still Trust Traditional Media Advertising Over Online Ads – Statista
- Distribution of U.S. advertising spending in 2012, by medium – Association of Magazine Media, Kantar Media/Statista
Should a medium’s “trust factor” among consumers be a bigger consideration than it currently is when it comes to buying advertising? Why do you think online ads have such a relatively low trust level? What will it take to improve those numbers?