Confidence in Earned Media Up, While Paid Plummets

Public Trust in Paid Media Declines, While Earned Media’s Cred Grows: Research firm Nielsen polled 28,000 Web users in 56 countries and found that 92% had high levels of confidence in “earned media” such as word of mouth and recommendations, an 18% increase since 2007. However, confidence in paid media, or advertisements, were down. Study findings include:

  • 70% of respondents were confident in online shopper reviews, a 15% leap in the last four years.
  • 58% of respondents viewed owned media like brand Web sites as credible information sources, and 50% said the same about opt-in e-mails.
  • Just 47% of participants held TV, press and magazine ads in the same esteem. Within this, scores for television dropped by 25%, newspapers were down by 20% and magazines slid 20%.

Source: Nielsen