Nielsen report finds that word-of-mouth is the most trusted source – again

Nielsen have just published their latest report on Global trust in advertising and brand messages.

It finds, as did the previous report published in 2007, that word-of-mouth is the most trusted source of commercial information.

Word-of-mouth communication, sometimes called ‘Earned Advertising’ is a full 15 percentage points above its nearest rival. The accompanying press release states:

“Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy.”

Not only is word-of-mouth the most trusted source of information, but the study finds that word-of-mouth is the most likely to stimulate the consumer to action.

Also striking is that the primacy of word-of-mouth is found in every region surveyed: Asia-Pacific, Europe, Middle East / Africa, Latin America and North America.

Idiro’s analytics technology allows companies to map and predict product contagion through word-of-mouth, and to identify influencers.  This allows Idiro’s customers to take advantage of the power of word-of-mouth to do better marketing.

Said Aidan Connolly, Idiro CEO “Like the recent Keller Fay study on online vs. offline word-of-mouth, this comprehensive study provides yet more proof of the increasing power of word-of-mouth influence and the value of Idiro’s marketing analytics”.

The study is available for download from Nielsen.