\u2018Word-of-mouth\u2019
the most powerful selling tool:
Nielsen Global Survey

Despite an ever-expanding array o\ue003 advertising plat\ue003orms and
sources, consumers around the world still place their highest
levels o\ue003 trust in other consumers, according to a recent
global Nielsen Internet survey.

Conducted twice-a-year among 26,486 internet users in
47 markets \ue003rom Europe, Asia Paci\ue001c, the Americas and the
Middle East, Nielsen most recently surveyed consumers on
their attitudes toward thirteen types o\ue003 advertising \u2013 \ue003rom
conventional newspaper and television ads to branded

Te Nielsen survey \ue003ound that overall, consumers trust other
consumers above all else! 78% o\ue003 respondents said they trusted
- either completely or somewhat \u2013 the recommendation o\ue003
other consumers.

\u201cAdvertisers around the world are able to reach consumers
across an increasingly diverse range o\ue003 media plat\ue003orms,\u201d said
David McCallum, the global managing director \ue003or

\u201cEven so, the recommendation o\ue003 someone else remains the
most trusted sources o\ue003 in\ue003ormation when consumers decide
which products and services to buy. And even though new
media technologies are playing a role in \u2018globalizing\u2019 society,
many purchasing decisions are still based on \ue001rmly held
national and cultural attitudes. Furthermore, given that
nothing travels \ue003aster than bad news - with estimates that
reports o\ue003 bad experiences outnumber good service reports
by as many as 5:1 - the importance o\ue003 responsive, high

60
56
56

54
49
49

Recommendations from consumers
Newspapers
Consumer options posted online
Brand websites
Magazines

Email I signed up for
Brand sponsorships
Ads before movies
Search engine ads

Te Nielsen survey \ue003ound Filipinos and Brazilians (67%) to be the most trusting overall o\ue003 all \ue003orms o\ue003 advertising, while trust among Danes (28%), Italians (32%), Lithuanians (34%)

Te Nielsen survey also \ue003ound that while new plat\ue003orms like
the Internet are beginning to catch up with older media in
terms o\ue003 ad revenues, traditional advertising channels continue
to retain the public\u2019s trust. Ads in newspapers rank second
worldwide among all media categories, at 63 percent overall,
while television, magazines and radio each ranked above 50
percent. Such advertising scored best in Latin America and
most poorly in Eastern Europe, the Middle East and A\ue003rica
(EEMEA) regions.