Ads and consumers: people trust each other and brands

For 81 percent of Hungarian consumers credible advertising is recommendation which comes from people they know and trust – reveals a 60-country Nielsen survey. 68 percent of Hungarian consumers named companies and brands’ own websites and 62 percent trust information contained in the online posts of other consumers. It is noteworthy that in comparison with the average of 31 European countries, at least 10 percentage points more Hungarian consumers trust the following forms of advertising: brand sponsorship (54 percent trust it in Hungary), subscribed e-mails (55 percent), appearance in search engine results (47 percent), product placement in television programmes (47 percent). Nielsen expert Randall Beard told that one third of online advertising campaigns simply don’t work. Nowadays consumers can control the content they consume more than before, they can decide whether to enter into conversation with brands. Generation Y (consumers in the 21-34 age group) trust online and mobile ads the most, followed by Generation X (consumers who are 35-49 years old).