Nielsen just released the 2015 results of their Global Trust in Advertising poll. Overall, the numbers are slightly lower than they were in 2013. When you are trying to decide where to put your advertising dollars, you need to know what kind of content and what media people trust.
Nielson polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.
What do people trust the most? “The most credible advertising comes straight from the people we know and trust,” according to the report. “More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.” In 2013, 84% of respondents trusted the recommendations of friends and family.