The latest Nielsen Global Online Consumer Survey has found that brand websites are as trusted as online consumer opinions. Recommendations from personal acquaintances are the most trusted form of advertising (with 90% approval) while both online consumer opinions and brand websites share second place (with 70% approval).
Brand sponsorships have seen the highest increase in trust levels since 2007, rising 15% (up from 49% in April 2007 to 64% in April 2009).
The study polled over 25,000 online shoppers across 50 different countries.
Nielsen Online: http://www.nielsen-online.com, 08/07/2009
Who do consumers trust?
People having some degree of trust in each form of promotion, worldwide, April 2009
Trust in advertising: Worldwide
Forms of advertising ranked by changes in levels of trust from April 2007-09, April 2009