All the information below has been copied from the study... Which claims that:
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRUSTED FORMS OF ADVERTISING GLOBALLY
Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally, according to the latest twice yearly Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries.
The Nielsen survey, the largest of its kind, shows that nine in every ten Internet consumers worldwide (90 percent) trust recommendations from people they know, while seven in every ten (70 percent) trust consumer opinions posted online.
However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites – the most trusted form of advertiser-led advertising – are trusted by as many people (70 percent) as consumer opinions posted online"Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in
China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. The U.S. ranks 22 amongst the countries surveyed with 70 percent of U.S. Internet consumers trusting brand websites."
How come Swedes are least impressed by brand websites? I'm intrigued and will get back to this topic once I know more...