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Consumer trust in different types of advertising in North America 2011-2015

Consumer trust in various types of advertising in North America from 2011 to 2015

The data shows levels of consumer trust in different types of advertising in North America in 2011, 2013, and 2015. Personal recommendation was the most trusted form of advertising in 2015, with 82% of respondents stating that they somewhat or completely trusted recommendations they got from people they knew. The same study found that people from North America found humorous ads most appealing, followed by value-oriented ads and real-life situations. North American ad market is projected to exceed 254 billion USD in 2017.

Recommendations from people I know 90 82 82
Consumer opinions posted online 68 68 66
Ads in newspapers 47 63 65
E-mails I signed up for 55 63 64
Editorial content such as newspaper articles 61 67 63
Ads on TV 46 61 63
Ads in magazines 47 62 62
Branded websites 52 62 61
Ads on radio 45 58 60
Billboards and other outdoor advertising 41 55 57
Brand sponsorships 40 57 57
Ads before movies 40 54 56
TV program product placements 35 52 53
Ads served in search engine results 35 44 49
Online video ads 31 44 47
Ads on social networks 31 39 42
Online banner ads 28 33 41
Ads on mobile devices 26 35 39
Text ads on mobile phones 25 27 37