The media trio: What works best

NIELSEN   OWNED MEDIA     PAID MEDIA 

Regional - Asia Pacific consumers have indicated  earned media as the most trusted source of information when it comes to making purchases.

In a recent study by Nielsen, which surveyed more than 28,000 online consumers across Asia Pacific, Europe, Latin America, the Middle East, Africa and North America, 94% in Asia Pacific said they trusted recommendations that came to them directly from their family and friends rather than any other media or advertisements.

Second to this was opinions of consumers online where those surveyed indicated they trusted experiences posted by others.

Both consumer reviews and word of mouth have seen an exponential rise in recent years in terms of winning trust with word of mouth jumping 15 points in the second half of 2011 as compared to the first half of 2007 whilst online consumer reviews came shortly behind with 14 points over the same period.

In the paid media space, television was ranked as the most trusted medium followed by magazines (54%), newspapers (52%), cinema and radio ads.

Although advertising on social networking sites, websites and mobile phones has seen a spike in consumer trust since 2007, it still trails behind traditional media. Messages delivered via these platforms held a much lesser relevance to the audiences in the region, the study said.

The Nielsen study also found that ‘owned' media, in particular company websites, was widely trusted by Asia Pacific online consumers, with 63% of those surveyed saying they trust branded website.

Nearly 53% of consumers surveyed also said they trust content in emails they have consented to receiving.

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