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Also, 63% of respondents trust influencer messages about brands over company advertisements.

Edelman surveyed 33,000 people across 27 countries. The research found that 61% of respondents consider information from “a person like me” to be credible or very credible. This is a 7% jump from last year.

Only 34% of global citizens trust nearly all businesses they buy or use. About 63% of the respondents trust influencer messages about a brand more than a brand’s own advertising. This is indicative of a general distrust in advertising as a mode of brand communication. 

Additionally, 74% of consumers indicated the use of one or more advertisement avoiding tactics. Almost half of them reported using ad blockers on their computers.

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