Eighty seven percent of Internet accessing Indians still trust recommendations from others over any other kind of advertising, making word-of-mouth advertising the most powerful tool in the industry, according to a recent global Nielsen Internet survey.
India comes fourth among the top ten countries globally which trust in recommendations from consumers, with Hong Kong leading the list with 93 percent. Seven of the top ten markets that rely most on “recommendations from consumers” are in Asia.
Newspapers came in second (77%) on the list of advertising media that Indian consumers trust the most. Surprisingly consumer opinions posted online and brand websites came a little ahead of television advertising with 73 and 72 percent respectively. Television came in at number five with 65 percent of Indian respondents considering television advertising as trustworthy.
Conducted twice-a-year among 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East, Nielsen most recently surveyed consumers on their attitudes towards thirteen types of advertising – from conventional newspapers and television ads to branded web sites and consumer-generated content.
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