(Universal Mccanns) When Did We Start Trusting Strangers

When did we start
trusting strangers? September 2008

29 countries
17,000 internet users
UM EMEA September 2008

Influence Revolution
When did we start trusting strangers
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consumers
dictate
Professional media dictate
Church, state, monarchy dictate the

agenda
Volume of Recommendation
The ways to share influence have exploded
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Talk face to face Personal blog Comments on blogs
Phone call Social network page Comments on websites

Talk face to face
Talk to shop worker Widgets Viral emails
Phone call
Consult a professional Video sharing site Auction websites
Talk face to face Talk to shop worker
Readers Letters Photo sharing site Wish lists
Talk to shop worker Consult a professional
Phone in; TV / Radio Chat rooms Ratings on retail sites
Readers letters
SMS Message boards Reviews on retail sites
Phone in; TV / Radio
Email Social Bookmarking Price comparison sites
Instant Messenger Chat room Social shopping sites
Consumer influence channels

We now influence to the world without
thinking
This is why your brand is already
part of their conversation
We measured the impact
Online self completion surveys
Scripted and hosted on Intuition, Universal McCann’s

proprietary research system, powered by Confirmit
Representative to the 16-54 active internet universe (use

every day / every other day)
Key audience to understand adoption
Make up the vast majority of social media users
Panellists recruited by global panel partners
Completed in Q1 2008
Creating unique global insight
29 markets 17,000 respondents

Australia
Austria
Brazil
Canada
China
Czech Republic
France
Denmark
Germany
Greece
Hong Kong
Hungary
India
Italy
Japan
Mexico
Netherlands
Pakistan
Philippines
Poland
Romania
Russia
Singapore
South Korea
Switzerland
Spain
Taiwan
Turkey
UK
USA
Result: a new landscape of influence
Rise of social media

Digital friends
Proliferation of influence channels
Continual rise of social media:
Content creation is mainstream
New influence landscape: the rise of social media
90%
80%
Read blogs / weblogs
70%
Start my own blog/ weblog
60%
Leave a comment on a blog site
% Ever Done
50%
Upload my photos to a photo sharing site
40%
Upload a video clip to a video sharing site
30% Watch video clips online
20% Create a profile on a social network
10%
Social Media adoption over time (waves 1 – 3)
0% Global Average. Source: Universal McCann Social
Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Media Tracker Power to the People
Driving the growth of the web
Volume of content published online each year
876,000%
Increase! 8760 2008
EXABYTES
1
EXABYTES
1999
Source: Internet Innovation Alliance

Publishing billions of thoughts
YOUTUBE 14 HOURS OF VIDEO UPLOADED EVERY MINUTE
FLICKR 6.6M PHOTOS UPLOADED EVERY DAY
WIKIPEDIA 11.2M ARTICLES
TRIP
ADVISOR 15M REVIEWS
Much of this content is opinion
Upload photos
Favourite / currently listened to “What do you do with your social network profile?”
m usic
Social Network Users, Global Average.
Write a blog
Install applications
Upload videos
Prom ote a band
0% 10% 20% 30% 40% 50% 60%

% added to your social netw ork page
Recom m ended
w ebsites
“When writing a blog, which of the following do you
post?” Blog writers only, Global Average.
Opinions on
products and
Stories from other

blogs
Widgets (e.g
applications that
0% 10% 20% 30% 40% 50% 60%

% posted to your blog
Social media: creating digital connections
New influence landscape: digital friends
Philippines
Agree with the statement “Blogging is important to
socialise with friends”
Mexico
India
brazil
China
France
Spain
UK
US India
0 10 20 30 40 50 60 70 80 brazil
% Agree
China
South Korea
Italy
Germany
Spain
France
US
Agree with the statement “I use social networks to meet new
people” UK
0 10 20 30 40 50 60 70 80
% Agree
Digitising our friend networks
“Approximately how many people

do you stay in contact with in your
personal life through the follow
means?”,
Across the world
Face to face
Em ail
Social Netw ork (e.g

Facebook.com )
China Instant Messenger (e.g
US UK Window s Live Messenger)
Phone
Text Message (SMS)
My personal blog
Post/Letter
0 20 40 0 20 40 0 20 40
A v e r a ge n u mber o f c on n ec t i o n s ma i n ta i n ed A v e r a ge numbe r o f c o nne c ti o ns ma i nt ai ne d A v e r a ge n umbe r o f c on ne c ti o ns ma i n t a i ne d
“Approximately how many people

do you stay in contact with in your
personal life through the follow
means?”,
Brazil India Japan Key Internet markets
0 20 40 0 20 40 0 20 40
A v e r a ge n u mbe r of c o n ne c ti o ns ma i nt a i n e d A v e r a ge nu mbe r o f c on n e c t i o n s ma i n ta i ne d A v e r a ge n umbe r of c o nn e c t i on s ma i n t a i n e d
Our fundamental interactions are becoming
virtual
My personal blog]
Social Network
(e.g
Facebook.com)]
Instant Messenger
(e.g Windows Live
Messenger)]
Post/Letter
Partner Children
Email
Text Message
(SMS)
Phone
Face to face
0 10 20 30 40 50 60 0 10 20 30 40
% Stay in contact
% Stay in contact
“How do you keep in

contact with the
following people”
Current
work Friends
colleagues
0 10 20 30 40 50 60 70 0 20 40 60 80 100
% Stay in contact % Stay in contact
We now share massive volume of opinion in
a digital format New influence landscape: influence channels
“Thinking about how you can share an opinion on a product, brand or service via the Internet. On average how often do you do the
following? Global Monthly Average
Tell som eone about a product/service by m essenger
Tell som eone about a product/service by em ail
Com m ent on a product/service review on a blog/ w eblog
Write a review of a seller on an auction site
Recom m end a product/ service on blog/ w eblog
Write review of product/service on ecom m erce/retail site
Com m ent on product/ service review on ecom m erce/retail site
Post opinion on social netw ork personal profile
Write a review of a product/service on yr blog/w eblog
Create product w ish/ favs list on ecom m erce/retail site
Post a video clip featuring a product/service
0 5 10 15 20 25 30 35 40 45 50
Monthly Reach
We are motivated to share by experience
New influence landscape: influence channels
“The following are a list of reasons and motivations for you to talk about a product, brand or service. Please can you consider how
important they are in motivating you to talk to others? Where 5 = very motivating and 1 = Not at all motivating.” GlobalAverage
Good personal experience

Som eone you trust having a good personal experience
The brand is high quality
A friend's recom m endation
Bad personal experience
A free sam ple you receive
Your friends like the product or service
Som eone you trust having a bad personal experience
The product or service is discounted
The brand is popular
An advertisem ent you find interesting & inspiring
A prom otion you see in a store
A recom m endation in the m edia (TVnew spapersm ags Radio)
A recom m endation you receive in a store
The brand is fashionable
The brand is unknow n am ongst social group
Seen used by a celebrity/w ell know n figure
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Average Score 1 - 5
We look for other consumers to form our
opinions
“Thinking about the process of looking for opinions on a product, brand or services online. On average how often do you do the following when
looking for information on products, brands and services?” Global Average
Search for a specific product/ service on a search engine

Read an em ail from a friend/colleague
Search for product recom m endations on a search engine
Visit official com pany/brand w ebsite
Instant Messenger conversation w ith a friend/colleague
Bookm ark products & services interested in
Visit an Internet auction site
Read review s by consum ers on retail sites e.g Am azon.com
Read com m ents on a personal profile on a sn e.g Facebook.com
Read official review s on retail/ price com parison w ebsites
Read review s w ritten on new s w ebsites e.g bbc.co.uk
Read a personal blog/w eblog by som eone you know
Read review s by consum ers on retail sites e.g Am azon.com and
Visit online Chat room s/m essage boards
Read a blog/w eblog by som eone you do not know
Read peoples w ish/ favs lists on retail w ebsites
Read a blog/w eblogs- m anaged by a brand/ private com pany
0 10 20 30 40 50 60 70 80 90
% Monthly Reach
Now we trust strangers…..
“Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust
worthy the information provided typically is?
Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average
Celebrity recommendation
Personal recommendations fromfriends/ family/ 7 Emails fromcompanies
Personal recommendations from professionals Cinema Advertising
Emails from a friend/ colleague 6 Sponsorship of events or sporting events
Instant M essenger conversation with a friend/ colleague 5 Recommendation on radio programmes
Consumers reviews on retail sites e.g amazon.com 4 Radio advertising
Reviews on retail/ price comparison webs e.g priceline.com 3

Sponsored listings on a search engine
2
Blogs/Weblogs- personal blog written by people you know Newspaper advertising
1
User reviews on an online auction site (e.g ebay.com) 0 M agazine advertising
M agazine article Television Adverts
Newspaper article
Online Chat rooms/ message boards
Reviews written on news websites e.g guardian.co.uk Outdoor advertising (e.g Posters ads on public transport)
Search engine (e.g live.com) Blogs/Weblogs-blog written by people you do not know
Company/brand Website Peoples wish/fav lists on retail websites e.g amazon.com
Shelf information and product displays in store Recommendation in a television programme

Blogs/Weblogs- professional blog e.g engadget.com Comments/viewpoints on social network sites e.g facebook.com
Readers letters page in a newspaper
Education increases trust in strangers
Trust by age, Global average Trust by gender, Global average

Blogs/Weblogs-blog written by people you
do not know
6
5
Consumers revie ws on retail sites e.g 4 Peoples wish/fav lists on retail we bsites
amazon.com e.g amazon.com
3
Blogs/Weblogs- personal blog written by Comments/v ie wpoints on social network

people you know sites e .g facebook.com
User revie ws on an online auction site Blogs/Weblogs- professional blog e .g

(e.g e bay.com) engadget.com
Male Female
Trust by final education level, Global average
Blogs/Weblogs-blog written by people

you do not know
6
5
Consumers reviews on retail sites e.g 4 Peoples wish/fav lists on retail
amazon.com websites e.g amazon.com
3
Blogs/Weblogs- personal blog written Comments/viewpoints on social

by people you know network sites e.g facebook.com
User reviews on an online auction site Blogs/Weblogs- professional blog e.g

(e.g ebay.com) engadget.com
Post Graduate University College

Secondary Primary School
But culture the biggest factor
Trust by country, Global average
Blogs/Weblogs-blog w ritten by people you do not

know
7
6
Consum ers review s on retail sites e.g 5 Peoples w ish/fav lists on retail w ebsites e.g
am azon.com am azon.com
4
3
2
1
0
Blogs/Weblogs- personal blog w ritten by people Com m ents/view points on social netw ork sites e.g
you know facebook.com
User review s on an online auction site (e.g Blogs/Weblogs- professional blog e.g
ebay.com ) engadget.com
brazil China Japan South Korea UK US

The new influence landscape - summary
New influence landscape: Summary
THE RISE OF SOCIAL MEDIA

• Has turned hundreds of millions of us into content creators and placed billions of opinions
online
• The world’s collective thinking is now online and published, a first in history
• A total revolution in the way consumers share influence and opinion
DIGITAL FRIENDS
• Digital channels have moved more of our social interactions into the virtual space and into
text and the written word
• The web has expanded our networks to include people we don’t know and people we used
to know and in a pre web age we would have lost contact with
• Digital channels encourage more frequent interaction and make it easier to share influence
e.g through sending links, videos or pictures.
PROLIFERATION OF INFLUENCE CHANNELS

• The continual rise of social media and the growth of mechanisms for user input have created
an incredible wealth of outlets to share opinions and thoughts
• There is a new form of casual influence – It is now incredibly easy to share opinion, from
voting buttons, to wish lists to comments.
• We now trust a strangers recommendation as much as or closest friend
• We trust recommendations in social media channels more than paid-for communications
Impact
• Influence economy – products and services

• The democratisation of influence
• The new super influencers
All categories are impacted
Impact: Influence economy
“Thinking about the following types of products, brands or services. Can you please indicate whether you have reviewed them online, either a
positive, average or negative opinion” Global Average
Film s
Music
Hom e Technology e.g TV's/PC
Portable technology e.g MP3
Mobile phone service
Books
Com puter Softw are
Travel- i.e flights/trains
Holidays/ Destinations
Gam es Consoles/Gam ing
Cars/ Autom obiles
Fashion (clothing/shoes)
Hom e appliances e.g Fridges/freezers
Financial products
Groceries (food)
Personal Healthcare
Cosm etics
Groceries
Non alcoholic beverages
Alcoholic drinks
Utilities e.g gas
Property/ Real Estate
0 10 20 30 40 50 60 70
% Ever review ed online
But big variation by country
Thinking about the following types of products, brands or services. Can you please indicate whether you have reviewed them online, either a
positive, average or negative opinion” Films Category.
France
South Korea 100 Hungary
Hong Kong Romania
90
brazil Japan
80
Philippines 70 Netherlands
60
India 50 UK
40
Pakistan 30 Denmark
20
China 10 Canada
Taiwan Greece
Malaysia Turkey
Germany Russia
Austria Czech
Mexico Switzerland
Poland US
Totals
Italy Australia
Spain
Searching for information varies from
contribution
“Thinking about the following types of products, brands or services. Can you please indicate whether you have researched them online, before
purchasing” Global Average
Hom e Technology e.g TV's/PC
Travel-i.e flights/ trains
Portable technology e.g MP3 players/ Mobile Phones
Com puter Softw are
Film s
Music
Books
Cars/Autom obiles
Hom e appliances e.g Fridges/freezers
Gam es Consoles/ Gam ing
Fashion (clothing/ shoes)
Financial products (e.g credit cards/ banking/insurance)
Property/Real Estate
Cosm etics
Personal Healthcare (e.g m edicines contact lenses etc)
Groceries (food)
Utilities e.g gas electricity etc
Groceries (non food e.g cleaning products)
Alcoholic drinks
0 10 20 30 40 50 60 70
% Researched online
Online turning us into influencers
Impact: democratisation of influence
“Thinking about the following type of products, brands and services, which of the following statements apply? I often
inform others on what to buy / I sometimes inform others on what to buy / I sometimes ask others what products to buy /I
would always ask others about what products to buy ” Global Average
RECEIVORS INFLUENCERS
ALWAYS ASK Groceries (food)
SOMETIMES ASK
Music
SOMETIMES INFORM
Film s
OFTEN INFORM Books
Groceries (non food e.g cleaning products)
Hom e Technology e.g TV’s/PC
Fashion (clothing/ shoes)
Portable technology e.g MP3 players/ Mobile Phones[Alw ays ask
Alcoholic drinks
Hom e appliances e.g Fridges/ freezers
Travel
Personal Healthcare (e.g m edicines contact lenses etc)[Alw ays ask
Com puter Softw are
Utilities e.g gas electricity etc[Alw ays ask others]
Gam es Consoles/ Gam ing
Cosm etics
Cars/ Autom obiles
Financial products (e.g credit cards/ banking/ insurance)[Alw ays
Property/Real Estate[Often inform others]
-80 -60 -40 -20 0 20 40 60 80

Now we all influence in a huge number
of categories
Impact: democratisation of influence
20+
19
SOURCE 18
INFLUENCE 17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
-15 -10 -5 0 5 10
Some rise above the mass:
Super influencers
Impact: Super Influencers
Strongly influence in 15+ product categories

Rise above the mass of influence
Spreading influence regardless of topic
25-34, educated, embrace life
Super Influencer demographics indexed against all Lifestyle statements indexed against all respondents
respondents
Index against all adults Indexed against all adults

50 70 90 110 130 150 170 190
Male
Female
16 - 24
25 - 34
35 - 44
45 - 54
Student
Office Junior
Office (Mid manager)
Office (Senior manager)
Non office
Housewife
Unemployed
Other
Primary School
Some Secondary School
Full Secondary School Education
College
University THE NEW INFLUENCERS
Post Graduate
Content creators
Super Influencer social media usage indexed against all respondents
Upload video clip to video sharing website (e.g youtube.com)
Subscribe to an RSS feed
Start my own blog/ weblog
Download a Podcast (pre recorded radio/audio show)
Leave a comment on a blog site
Upload my photos to a photo sharing website (e.g flickr.com)
Make a phone call using your computer
Create a profile on a new social network (e.g facebook.com)
Visit a photo sharing website (e.g flickr.com)
Share a video clip with a friend (email/Instant messenger)
Manage profile on existing social network (e.g facebook.com)
Read blogs/weblogs
Visit a friends social network page (e.g facebook.com)
Listen to live radio/audio online
Use Instant Messenger (e.g Windows Live Messenger)
Watch video clips online (e.g youtube.com)
100 120 140 160 180 200 220

Open to commercial messaging
Super Influencer motivations to recommend indexed against all respondents
Bad personal experience[5]

130
Seen used by a celebrity/w ell know n figure[5] Good personal experience[5]
125
Som eone you trust having a bad personal

The brand is fashionable[5] 120
experience[5]
115
110
Som eone you trust having a good personal
The brand is unknow n am ongst social group[5] 105
experience[5]
100
95
90
A recom m endation on the Internet[5] The brand is high quality[5]
85
80
A recom m endation in the m edia

A friend's recom m endation[5]
(TVnew spapersm ags Radio)[5]
An advertisem ent you find interesting &

The product or service is discounted[5]
inspiring[5]
A recom m endation you receive in a store[5] Your friends like the product or service[5]
The brand is popular[5] A free sam ple you receive[5]

A prom otion you see in a store[5] New Influencers
% share of active internet users
D
en
N
0
5
10
15
20
25
30
et ma
he rk
rla
n
H ds
un
H g
on ar
g y
K
on
A g
us
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C ia
an
ad
influencers
R a
us
si
a
A U
us S
tr
al
ia
U
Po K
la
R n
om d
Super Influencers by country, share of active users
an
i
F a
Sw ra
itz n c
er e
la
nd
Ta
iw
G a
er n
m
an
y
So Cz
ut e
h ch
K
or
ea
Sp
ai
n
Ja
pa
n
It a
ly
C
hi
n
Tu a
Emerging markets lead the super
rk
e
G y
re
Ph e
ili ce
pp
in
Pa es
ki
st
a
M n
ex
ic
o
In
di
a
br
az
il
Super Influencers are changing the world
through social media
Bloggers credited with getting obama the nomination. Obama

Politics embraced them by being massively involved in social media, from
twitter to blogger to slide share
Super influencers have targeted some big corporations giving them a dose of ultra
Corporate transparency. Wal-Mart is one of the main targets; there is Wal-Mart watch
Transparency website, Wal-Mart groups on Flickr, hundreds of local blogs fighting the
development of Wal-Marts in their back yard and social networks aimed at
organising boycotts.
Issue Wael Abbas used Youtube and blogs to hi-light human rights issues to the
Campaigning world.
You would be hard pushed to find a category where consumer reviews have
had more of an impact than restaurant reviews. Blogs from food lovers or
Reviews
even waiters now compete with the professionals with making or breaking
restaurants. In tandem review services such as London Eating or Yelp are
now essential when choosing where to go.
Impact - summary
Impact: Summary
INFLUENCE ECONOMY – PRODUCTS AND SERVICES

• Overall participation rates for contributing opinions, thoughts and content on products and brands is
extremely high
• This means all brands have to react to the influence economy – becoming more open, more transparent
and more active in social and conversational media.
• Different product categories have significantly different exposure to the power of the influencer landscape
• Even low interest, expert categories such as finance, real estate and insurance have high participation
rates.
• Music, films and technology are the categories most talked about online
• Holidays and travel are the most sought after for information
• Asia and emerging internet markets are leading the way in contributing opinion to the influencer economy
THE DEMOCRATISATION OF INFLUENCE

• We are more likely to be influencers than receivers in the age of social media
• Consumers the world over now claim influence in a huge number of categories
• The key categories for broad influence are the same as the key categories for online recommendation with
the exception of groceries and food
THE NEW SUPER INFLUENCERS: CREATORS

• Are the most the active in social media
• They are much more likely to create and share rich content
• As the channels they contribute to continue to rise in importance so does their impact in the universe of
influence
• This is the new creative class; the bloggers, the video up loaders, the photo sharers
WHAT DOES IT
MEAN FOR YOUR
BRAND?
A new world of transparency
Impact: Summary
NEW WORLD OF TRANSPARENCY

• There are no secrets in the new world of influence
• Brands, products and services are under constant scrutiny and the truth cannot be managed in the
way it was when a few gatekeepers controlled the distribution of information
• The only path is honesty, openness and transparency. If you make a mistake in the new world of
influence – you admit it and make good.
• All categories of goods and services are now impacted
BE PART OF THE CONVERSATION

• The new world of influence needs a more conversational approach; advertising should encourage
interaction, input and community
• This means having a blog, being in social networks, creating content such as photos, videos etc – generally
being part of the conversation.
• Advertising has a big role in the future world of influence – it provides the revenue for most of the services
that enable and cultivate consumer recommendation
EVERYBODY MATTERS
• Today everybody should be considered an influencer to some degree – we all influence and receive to
some degree
• Every target audience should be encouraged to share opinions and influence
REACHING OUT TO THE CREATORS

• The creators are the new super influencers, the ones that make the most of the tools of social media.
Bloggers, video creators, podcasters etc should be considered as one the most powerful voices in the
future
Responding to the new world of influence
Impact: Summary
Microsoft: Allow a a massive Nike: Created a Youtube

number of their staff to blog channel for Nike Soccer,
freely to the external world. sharing all their adverts and
content.
J&J: Have a a staff blog. As Lenovo: The voice of the

they rightfully state: “Everyone summer Olympic games site
else is talking about our pulled together many athlete
company, so why can’t we?” bloggers.
Dell: The ideastorm allows

Starbucks: My Starbucks Idea consumers to suggest ideas to
allows customers to tell Dell and their community. Also
Starbucks what to do. have blogs, podcasts and
Twitter feeds.
Southwest Air: “Nuts about H&M: Created a page on

South West” has blogs and Facebook to share new
content from across all the collections, content and create
maior social media applications community. It has over 250K
including Youtube, Facebook fans!
and Flickr
CT:
CONTA
S M I T H
TOAM
DOF C O N SUMER
HE
R E S E MEA
FUTU m w w. com
o m . s m ith@u
t
When did we start
trusting strangers? September 2008
29 countries
17,000 internet users
Um Global August 2008

(Universal Mccanns) When Did We Start Trusting Strangers

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(Universal Mccanns) When Did We Start Trusting Strangers

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When did we start

trusting strangers? September 2008

UM EMEA September 2008

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Professional media dictate

Church, state, monarchy dictate the

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Talk face to face Personal blog Comments on blogs

Phone call Social network page Comments on websites

Instant Messenger Chat room Social shopping sites

Consumer influence channels

Online self completion surveys

Scripted and hosted on Intuition, Universal McCann’s

Representative to the 16-54 active internet universe (use

Key audience to understand adoption

Make up the vast majority of social media users

Panellists recruited by global panel partners

29 markets 17,000 respondents

Rise of social media

30% Watch video clips online

20% Create a profile on a social network

Volume of content published online each year

Source: Internet Innovation Alliance

YOUTUBE 14 HOURS OF VIDEO UPLOADED EVERY MINUTE

FLICKR 6.6M PHOTOS UPLOADED EVERY DAY

WIKIPEDIA 11.2M ARTICLES

Prom ote a band

0% 10% 20% 30% 40% 50% 60%

Stories from other

0% 10% 20% 30% 40% 50% 60%

“Approximately how many people

Social Netw ork (e.g

Text Message (SMS)

“Approximately how many people

“How do you keep in

Tell som eone about a product/service by m essenger

Tell som eone about a product/service by em ail

Com m ent on a product/service review on a blog/ w eblog

Write a review of a seller on an auction site

Recom m end a product/ service on blog/ w eblog

Write review of product/service on ecom m erce/retail site

Com m ent on product/ service review on ecom m erce/retail site

Post opinion on social netw ork personal profile

Write a review of a product/service on yr blog/w eblog

Create product w ish/ favs list on ecom m erce/retail site

Post a video clip featuring a product/service

Good personal experience

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Search for a specific product/ service on a search engine

Emails from a friend/ colleague 6 Sponsorship of events or sporting events

Instant M essenger conversation with a friend/ colleague 5 Recommendation on radio programmes

Consumers reviews on retail sites e.g amazon.com 4 Radio advertising

Reviews on retail/ price comparison webs e.g priceline.com 3

User reviews on an online auction site (e.g ebay.com) 0 M agazine advertising

M agazine article Television Adverts

Company/brand Website Peoples wish/fav lists on retail websites e.g amazon.com

Shelf information and product displays in store Recommendation in a television programme

Trust by age, Global average Trust by gender, Global average

Blogs/Weblogs- personal blog written by Comments/v ie wpoints on social network

User revie ws on an online auction site Blogs/Weblogs- professional blog e .g

Trust by final education level, Global average

Blogs/Weblogs-blog written by people

Blogs/Weblogs- personal blog written Comments/viewpoints on social