A recent global survey by Nielsen has shown that despite all the new forms of advertising that have developed over the years, consumers around the world still place their highest level of trust in other consumers.

Text ads on mobile phones are the least trusted with only 18 % of respondents saying that they would trust them. The survey was conducted among nearly 27,000 internet users across 47 global markets and was aimed at comparing 13 different types of advertising.

“Advertisers around the world are able to reach consumers across an increasingly diverse range of media platforms,” said David McCallum, the global managing director for Nielsen’s Customized Research Services. “And even though new media technologies are playing a role in ‘globalizing’ society, many purchasing decisions are still based on firmly held national and cultural attitudes. Furthermore, given that nothing travels faster than bad news – with estimates that reports of bad experiences outnumber good service reports by as many as 5:1 – the importance of responsive, high quality customer service is yet again highlighted.”

47 Markets Covered: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.

Full press release HERE.