NIELSEN : EARNED ADVERTISING REMAINS MOST CREDIBLE
Trust in Traditional Advertising Still Strong, while Online and Mobile Ads Increase in Credibility
83% of consumers in Hong Kong say they trust word-of-mouth recommendations from friends and family, a form of earned media, above all other sources of advertising. Although owned advertising, in the form of content and messaging on brand websites, remained in the top 3 most-trusted advertising tanking (53%), there is a significant 13 percentage point decrease compared to 2011. Hong Kong consumers reported an increase in trust on online opinions, which rose from 52 to 57%. 31% in the same survey believed display ads on mobile devices were credible, a 6 percentage point increase since 2011.
Nielsen’s Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries to measure consumer sentiment on 19 forms of paid, earned and owned advertising formats. The latest round of the survey was conducted between February 18 and March 8, 2013.
Trust in Traditional Advertising Still Strong
Ads in newspapers, television and magazines continue to be among the most trusted forms of paid advertising in Hong Kong. Trust in newspaper ads increased from 35% in 2011 to 45% in 2013, while 44% and 42% of respondents trusted ads on TV and magazines respectively. Digital media recorded the highest growth in the advertising budget, replacing newspapers as the second largest advertising share.
Engaging Consumers with Trust to Take Action Go Hand in Hand
Word-of-mouth formats – recommendations from family and friends and consumer opinions posted online – prompted the highest levels of action, among 88% and 71% of respondents, respectively. Roughly two-thirds of respondents indicated that they take action (at least some of the time) based on ads displayed in newspapers (69%), signed-up emails (68%), ads on TV (68%), branded websites (65%), ads in magazines (65%) and editorial write-ups in different channels (62%).
The take-action scores for most of ad formats exceeded the trust score, suggesting that consumers may be willing to check out a product even if they did not find the ad completely credible. In a broader sense, the overall scores demonstrate that ads are prompting a reaction in consumers.