Most trusted ad channels worldwide 2021

According to the findings of a global survey, personal recommendations from friends and family were the most trusted advertising channel among consumers in 2021. Nearly 90 percent of respondents trusted word-of-mouth recommendations, while brand websites and brand sponsorships were also considered highly reliable sources.

Traditional media states its claim

When it comes to advertising perception, old media formats can still be gold. Various surveys conducted in 2021 have indicated that television, radio, and print still boast the highest trust among all advertising media in the United States, United Kingdom, and several other markets. But despite their seemingly trustworthy reputation, not all traditional media outlets have managed to draw equally impressive advertising investments from brands and companies in recent years, as the decline in print advertising activity has demonstrated.

To trust or not to trust in social media

Despite being one of the most popular pastimes among millions of online users, social media has been voted the least credible form of advertising by consumers across many regions. Survey findings showed that a mere 10 percent of internet users in the UK trusted ads they saw on social networks, which might be surprising to read considering that these platforms have become a vital driver of e-commerce growth nationwide. One reason for the lack of trust might be the comparatively low level of oversight and regulation on these platforms paired with people’s wariness of advertising scams. Interestingly, trust levels in social media advertising vary significantly depending on the region: As of 2021, online users in India displayed the highest trust, whereas respondents from Denmark, Sweden, and the UK were the most skeptical.