Despite an ever-expanding array of advertising platforms, consumers around the world still place the highest level of trust in other people’s opinions, according to a global Nielsen survey of 26,486 internet users in 47 markets.
Nielsen surveyed consumers on their attitudes toward 13 types of advertising – from conventional newspaper and television ads to branded websites and consumer-generated content.
Recommendations from consumers remain “the most trusted sources of information when consumers decide which products and services to buy,” said David McCallum, the global managing director for Nielsen’s Customized Research Services. The survey yet again highlights the importance of responsive, high-quality customer service, he added.
“And even though new media technologies are playing a role in ‘globalizing’ society, many purchasing decisions are still based on firmly held national and cultural attitudes,” McCallum said.
Among the findings of the Nielsen survey:
The study covers 47 Markets: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.
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