联系方式
- 尼尔森 Mridul Verma, mridul.verma@nielsen.com
- 尼尔森 Hemant Kewalya, hemant.kewalya@nielsen.com
根据全球领先的消费者观看和购买信息和洞察力提供商尼尔森的最新研究，亲朋好友的推荐仍然是印度最受信赖的广告形式。
尽管该类别以 91%* 的比例高居榜首，但 "在线消费者评论 "以 77% 的比例跃升四位，成为第二大最受信赖的广告形式，甚至超过了品牌网站以及电视和报纸广告等传统形式。
"这项研究表明，制造商和广告商需要打破常规思维，想出新的方法来提高品牌在网络上的知名度，并利用口碑和在线消费者评论这两大类别来发挥自己的优势。
尼尔森对 56 个国家的 28,000 多名互联网受访者进行的全球广告信任度调查显示，尽管全球近一半（47%）的消费者表示信任付费电视、杂志和报纸广告，但自 2009 年以来，信任度分别下降了 24%、20% 和 25%。
In India, there has been a substantial decline in forms of advertising like Ads on TV, where the figure has dropped from 76 percent in 2009 to 55 percent in 2011. Similarly, ads in magazines witnessed a 14 percent drop to 59 percent and newspaper ads saw a 17 percent fall to 60 percent. In 2009, the category of ads before movies had seen a significant gain in consumer trust; however, in the latest survey, it dipped 12 percent; only 49 percent of respondents trust this form of advertising.
品牌网站和社论内容（如报纸文章）保持在前五位，各占 75%。但对于品牌赞助和户外广告（包括广告牌），只有 55% 的受访者认为它们可信。对广播广告的信任度也有所下降，与 2009 年相比下降了 18%，仅为 48%。
信任网络广告
全球 36% 的网络消费者表示信任网络视频广告，40% 的消费者表示相信搜索引擎结果中的广告。只有 36% 的全球受访者认为社交网站上的赞助商广告可信。但在印度，这一数字更高，48% 的网络消费者相信网络视频广告，52% 的网络消费者相信搜索引擎结果中的广告。社交网站上的赞助商广告表现较好，54% 的受访者信任这种广告形式。
Family 认为："随着社交网络上的广告迅速赶超电视、报纸和杂志等传统广告形式，广告商需要重新定位，以利用日益增多的网络消费者和不断涌现的电子商务"。
移动广告：不可行？
印度受访者最不信任的广告形式仍然是手机上的文字广告，信任度仅为 43%。移动设备上的显示广告表现稍好，47%的受访者信任这种广告形式。
广告相关性
在考虑广告相关性时，熟人口碑和在线消费者评论再次名列榜首，分别占 92% 和 82%。2009 年，87% 的受访者认为报纸文章等编辑内容是一种广告形式，但现在只有 71% 的受访者认为其可信度有所下降。
在这一类别中，移动设备上的显示广告和文字广告的表现也最差，信任度只有 50% 多一点。即使在全球范围内，这两类广告的结果也令人失望。尼尔森的调查显示，营销人员在这一领域拥有巨大的潜力。
(* ‘Trust Completely’ and ‘Trust Somewhat’ have been clubbed to arrive at this figure.)
关于尼尔森全球调查
The Nielsen Global Trust in Advertising Survey was conducted between August 31 and September 16, 2011 and polled more than 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey was established in 2005.
关于尼尔森
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
