The Nielsen Global Trust in Advertising Survey is a biennial consumer research study conducted by Nielsen Holdings that measures consumer sentiment toward 19 forms of paid, earned, and owned advertising across 60 countries. The survey polls 30,000 online respondents to determine which advertising formats consumers trust and which drive purchasing behavior.
Purpose
The survey helps marketers, advertisers, and businesses understand:
- Which advertising formats consumers trust most
- How trust varies across regions and demographics
- The relationship between advertising trust and consumer action
- Emerging trends in media consumption and ad receptiveness
Target Audience
- Marketing executives and brand managers
- Advertising agencies and media planners
- Real estate brokerages and developers seeking effective marketing channels
- Digital marketers optimizing cross-platform campaigns
- Academic researchers studying consumer behavior
History
Nielsen began conducting Trust in Advertising studies in 2007 to track evolving consumer attitudes toward advertising. The survey expanded over the years to include digital and mobile advertising formats as media consumption shifted online. Notable findings from the 2015 edition showed that word-of-mouth marketing remains the most trusted advertising format globally.
Key Findings for the Philippines (2015)
The 2015 survey revealed exceptional trust levels among Filipino consumers:
- 91% trust word-of-mouth recommendations from people they know—the highest in Southeast Asia
- 80% trust editorial content such as news stories and articles
- 75% trust consumer opinions posted online
- 75% trust TV ads (versus 63% global average)
- 74% trust newspaper ads (versus 60% globally)
- 70% trust magazine ads (versus 58% globally)
These findings indicate Filipino consumers place significant value on personal recommendations, making referral tracking and client referral networks essential tools for real estate service practitioners in the Philippines.
Relevance to Philippine Real Estate
For PRC-licensed brokers and real estate professionals, these findings carry direct implications:
- Agent referrals matter: Satisfied clients who recommend agents to family and friends drive the most trusted form of lead generation
- Online reviews are credible: Property reviews and testimonials influence 75% of Filipino buyers
- Traditional media still works: TV and print advertising outperform global trust averages in the Philippines
- Digital action exceeds trust: Mobile and online ads drive quick action even when trust is lower, making digital marketing tools valuable for lead capture
Real estate platforms that enable agents to cultivate referrals through CRM systems and track lead sources can capitalize on Filipino consumers' trust in word-of-mouth recommendations.
Related Terms
References
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