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Knowledge Center

Do Consumers Trust Social Media and Other Media Channels?

WOM Still Highest Unpaid Influence; Paid TV Still Broadest Reach

Source: Media Post, Jack Loechner, May 18, 2015

Link: http://www.mediapost.com/publications/article/250120/wom-still-highest-unpaid-influence-paid-tv-still.html


US Consumer Purchase Decision Influencers (% of Respondents; April 2015)

Decision Influencer

% Saying High Influence

% Medium Influence

Recommendation from friend, family, known acquaintance



Television ads



Online review/recommendation from within social media circle



Online review (not friend in real life)



In-theater ad



Mentioned in TV show or movie



Magazine ad



Reseller or channel partner



Mfg or vendor website



Newspaper ads



Email from brand



Ads in social Media



Video game advertising



Celeb endorsement



SMS/text message



Source: Deloitte, April 2015




To What Extent Do You Trust the Following Forms of Advertising/Recommendation?

Source: Statista, 2015- To What Extent Do You Trust the Following Forms of Advertising/Recommendation


The graph presents levels of consumer trust in different types of advertising in North America in 2011, 2013 and 2015.  Included in the graph are “recommendations from people I know,” “consumer opinion posted online,” and “ads on social media.”


Social Promoters Power Brand Engagement: Social Promoters More Likely Than Sharers To Actively Engage Directly With Brands

Source: eMarketer, July 22, 2015

Link: http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758


According to a May 2015 study by Social@Ogilvy, 84% of social media users worldwide “liked” or followed a brand or product on social, and 58% shared brand experiences—whether good or bad. However, just 19% were brand promoters—those who said they were extremely likely to recommend brands and products to friends.

Promoters’ also had a more active group of social friends: Nearly six in 10 said their friends regularly mentioned brands and products on social, vs. 47% of sharers, and they were more likely to trust their brand recommendations on social (36%) than in person (27%).


 Infographic: Here’s What Millennial Women Want—and Want to Give—This Holiday

Source: Adweek, Kristina Monllos, December 15, 2015

Link: http://www.adweek.com/news/advertising-branding/infographic-heres-what-millennial-women-want-and-are-gifting-holiday-season-168639


Product discovery platform Influenster recently surveyed 5,733 of its users to uncover gifting trends. When it comes to choosing products, “reviews and word-of-mouth matter most,” said Influenster co-founder and CEO Aydin Acar. 

Reviews and word-of-mouth influence millennial women’s shopping decisions 84 percent of the time, according to Influenster’s survey. Other factors are social media (75 percent); brand websites (41 percent); magazines (39 percent); television (36 percent); mail catalogues (21 percent); news websites (16 percent); and newspapers (12 percent).


6 Reasons Customers Trust Social Word Of Mouth More Than Display Ads

Link: https://shopsocially.com/platform/6-reasons-customers-trust-social-word-of-mouth-more-than-display-ads.html

Source: Shop Socially, 2015


“By getting recommendations on social media from customers and social media influencers, their followers, friends and family will instantly have trust with your brand. Referrals that have come through these social media recommendations will have a much higher chance of converting than users who have come to your site through a display advertisement.”

Global Trust in Advertising

Source: Nielsen, September 2015


(Full report can be downloaded from Nielsen’s site)


“The power of digital ad formats cannot be underestimated, as they offer many advantages for achieving effective reach,” said Beard. “But few brands have mastered online word-of-mouth marketing techniques, the results of which can go viral very quickly. Passionate brand advocates can be powerful allies to amplify your message, but you need to give them a reason to talk. Evolve the relationship from a one-way sales pitch to a two-way conversation. And be transparent and accountable. Online brand advocates can quickly become adversaries with the power to damage credibility and reputation if things go wrong.”

Pages 6 and 8 analyze trust in traditional and digital ad formats, including ads on social networks; the study includes this information for different geographic regions and different generations.


Who muzzled word of mouth marketing?

Source: Phoenix Business Blog, August 28, 2015

Link: http://www.bizjournals.com/phoenix/blog/business/2015/08/who-muzzled-word-of-mouth-marketing.html


85 percent of brand-fans recommend good brands to others via social media (Sycapse).

43 percent of consumers are more likely to purchase a new product when learning about it on Facebook (Nielsen).


New Science Behind Trust and Recommendations on Social

Source: Social Media Today, Bob Hutchins, March 12, 2015

Link: http://www.socialmediatoday.com/social-networks/2015-03-12/new-science-behind-trust-and-recommendations-social-media-infographic


Infographic compares trust on different social media (Facebook is most trusted)

78% of survey respondents would trust a blogger who received a free product for review; however, only 48% would trust a blogger who was paid for the review.


Millennial Women Spur Ever-Looping Decision-Making Process

Source: eMarketer, September 3, 2014

Link: http://www.emarketer.com/Article/Millennial-Women-Spur-Ever-Looping-Decision-Making-Process/1011552


Millennial women are always looking for inspiration, both online and offline. They care about what their friends think and what they’re doing. Because they’re constantly in a state of sharing their own opinions and information gathering, this circular process actually infuses into their whole consumer path to purchase.

eMarketer: In addition to their friends, what other sources do they use to help make purchase decisions?

DeBroff: Millennials have embraced the recommendation culture—93% of them read online reviews.

And more than any other generation, millennial women are really closely tied to their parents, so they seek parental input on purchases. But they also turn around and serve as parental guiders on things they think their parents aren’t trendy enough to fully understand.

eMarketer: How do they feel about engaging with brands on social networks?

DeBroff: Eighty-nine percent trust recommendations from people they know over brand recommendations, and only 11% trust what the brand is saying. They are fairly clear in their standoffish attitude.