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India favours traditional mode of advertising: Nielsen

Last Updated: Tuesday, July 28, 2009 - 14:36

New Delhi: Word-of-mouth and editorial content in newspaper articles are still the most trusted form of advertising in India, a survey says.
According to a survey conducted by global consultancy firm, The Nielsen, Indian respondents voted most in favour of recommendations by acquaintances (93 percent) followed by editorial content in newspaper articles (87 percent), preferring them as most trusted forms of advertising.

"Personal recommendation and editorial content is seen as unbiased information about a product or service and plays a major role in consumer decision making process," Nielsen Consumer Research Associate Director Vatsala Pant said.

The survey named "Nielsen Global Online Consumer" was conducted on more than 2,500 internet consumers in 50 markets across Europe, Asia Pacific, North and Latin America, and the Middle East from March 19 - April 2, 2009. The responses are recorded in the order of priority of the respondents.

Brand websites are next to newspaper articles in trustworthiness and were favoured by 78 percent Indian respondents.

While consumer opinions posted online is gaining trust world over, traditional forms of advertising like ads in newspapers and TV are still more popular in India with 77 and 76 percent Indian respondents voting for them, while only 74 percent preferred opinions posted online.

The report reveals that "brand sponsorship" and "ads before movies" have seen the greatest increase in trust levels, both registering an increase of 20 percentage points.

Text ads on mobile phones recorded second highest increase in trust from 24 percent votes in April 2007 to 43 percent in April 2009.

Brand websites that seem to be the most trusted form of advertising globally hold greatest sway in China, followed by Pakistan, and Vietnam that have received more than 80 percent or more responses.

However, brand websites tend to be trusted least among Swedish and Israeli internet users with 40 and 45 percent respondents voting for them, respectively.

The survey shows that other forms of digital advertising are trusted less than ads appearing in traditional media such as TV, billboards, radio, magazines, and newspapers.

Bureau Report

First Published: Tuesday, July 28, 2009 - 14:36

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