Quick Study: Confidence in Earned Media Up While Paid Plummets; Online Advocacy Soars; Smartphones Propel Web Radio


â–¶ Public Trust in Paid Media Declines, While Earned Media’s Cred Grows: Researchfirm 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.

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