Text messages, web banners and search engine ads are the least trusted forms of advertising in the UAE, according to new research from Nielsen.
According to Nielsen’s survey of consumers, 70 per cent of people in the Emirates have little or no trust in text ads on mobile phones, 65 per cent feel the same about online banners and 61 per cent feel the same about ads attached to search engine results.
Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally, according to the latest twice-yearly Nielsen Global Online Consumer Survey of over 25,000 internet consumers from 50 countries.
In the UAE, the survey shows 95 per cent of internet consumers trust recommendations from people they know, making word of mouth the most trusted medium. Editorial content came in second place, with 84 per cent of UAE respondents trusting it completely or somewhat, ahead of newspaper ads (78 per cent), brand websites (72 per cent each), brand sponsorships (68 per cent) and consumer opinions posted online (66 per cent). Magazine ads, outdoor media, radio ads, cinema ads and TVCs came next in the UAE list.
Jonathan Carson, president of online, international, for the Nielsen Company, said: “The explosion in consumer generated media over the last couple of years – we are now tracking over 100 million CGM sources – means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.
“However, we see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.”
A press statement from Nielsen added: “Regional advertisers will be encouraged by the fact that brand websites and brand sponsorships are quickly catching up to newspaper advertising, the most trusted form of advertiser-led advertising in the UAE. Globally, the UAE is the 16th most favourable towards brand sponsorships (out of 50 countries surveyed), 18th most favourable towards brand websites and 31st for trusting consumer opinions online.”
Tahir Khalil, head of Nielsen Online for MENA, said: “It is clear from the survey that online is a medium on the move and the trust levels in it as a category are building momentum, not only here in the UAE but also globally. It is for this reason Nielsen has rolled out its new Market Intelligence offering, a service based on a precise site-centric measurement technology that provides competitive benchmarking and market-level information on websites for the publishing and advertising industries.”
Is anyone surprised by these results? Let us know what you think…