Recommendations and websites lead advertising trust survey

The survey, which questions more than 25,000 online consumers from 50 countries, additionally found that brand websites are trusted by 70 per cent of the poll’s participants, and that is the most trusted form of brand-led advertising.

In advertising, trust in brand sponsorship has increased from 49 per cent to 64 per cent between 2007, when the section of the survey was first presented to participants, and 2009, representing the largest percentage increase in the section.

Brand sponsorships were found to be more trusted than ads run before movies, which rose from 38 per cent to 52 per cent in the same period.

In the region, 93 per cent of Malaysian participants say their most trustworthy online sources are recommendations from people they know, followed by editorial content, which 83 per cent of participants say they trust, and brand websites and sponsorships, both of which were found to be trustworthy by 75 per cent of those polled. Seventy-four per cent say newspapers and TV ads are also trustworthy.

Meanwhile, 81 per cent of Vietnamese participants found that online consumer opinions are their most trusted source of recommendations, and 77 per cent of Chinese netizens said the same.

When asked about brand websites, 82 per cent of Chinese and 80 per cent of Vietnamese saying the platform is trustworthy.

Globally, 70 per cent of consumers say advertising benefits economic growth and 80 per cent say it helps to create jobs.

And when asked about content, 76 per cent of Asians find ads entertaining, as well as 79 per cent in Latin America and 59 per cent in North America. However, nearly 50 per cent of Europeans disagree.