Survey found more consumers trust traditional ads than online and mobile ads

Briefing

March 7, 2017

Briefing	Trustworthy Traditional Ads – October 2016 MarketingSherpa survey found 80% of U.S. Internet users trust traditional print and TV ads when making purchase decisions Less Believable Online Ads – Less than half (47%) of U.S. Internet users trust online video ads, 43% for social media ads, 39% for online banner ads, and 25% for digital pop-up ads when deciding to buy Mobile Advertising – Only 39% of U.S. Internet users trust mobile advertising Privacy and Trust Concerns – Results come amid consumer concerns on privacy and trust over data breaches and fake news, which means marketers will have to continuously monitor consumer sentiment to determine trustworthy channels for reaching online customers
Market Disruption	Informed and Empowered
Organization	MarketingSherpa LLC
Source	"Consumer trust is evolving in the digital age," eMarketer, http://www.emarketer.com/; AcceleratingBiz analysis
Original Publication Date	January 3, 2017

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