Word of mouth has most influence - Nielsen

Internet users worldwide trust someone else's opinion of a product or service more than any other form of advertising, while mobile text ads were the least popular, according to a global survey by Nielsen.

Nielsen surveyed 26,486 web users in 47 different countries, finding that users seem to trust more traditional forms of advertising over search and mobile ads.

Highlights from the survey:

* Recommendations from other consumers were the most trusted, by 78% of respondents.

* Traditional media ads fared better than online - newspaper ads ranked second at 63% overall, while television, magazine and radio advertising all ranked above 50%.

* For online, consumer opinions posted on review sites were trusted by 61% of web users, while for branded websites this figure was 60%. Meanwhile, permission based email was trusted by 49% of respondents.

* Other types of online ads fared less well - search engine ads scored just 34%, banner ads 26%, while mobile text ads were trusted by just 18% of users.

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