Consumers Trust Advertising In Print More Than Other Media: Despite changes in media consumption in recent years, research conducted by finds European consumers continue to have most trust in advertising in printed media. Despite changes in media consumption in recent years, research conducted by finds European consumers continue to have most trust in advertising in printed media.
When asked how much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63%, TV 41% and Internet 25%.
Consumers were also asked about the role of advertising in purchase decision making - almost seven out of ten said that advertising in magazines and newspapers was most important in supporting purchase decisions.
When asked to compare direct mail with social media nearly 90% of respondents valued addressed and non-addressed mail above social media.
