YouGov: Only 25% of consumers trust social media ads

A survey conducted by YouGov found that Brits tend to trust adverts on TV (53%) and radio (53%), followed by other types of traditional media such as print (42%), cinema (38%) and billboards (38%).

On the other hand, Brits are much less likely to find ads on websites (18%) and social media (10%) trustworthy. It’s not just in the UK where people are more likely to be skeptical of new forms of advertising. Social media ads are the least trustworthy form of advertising globally, with only 25% of global respondents trusting them, with nine of the 17 markets falling below this global average.

Trust in advertising in the US is similar to that in the UK, but to a lesser degree. In the US, TV, print and radio command the most trust, but none command the trust of more than half of the population. Americans are more likely to trust social media and websites than the UK, although they distrust them more than any other medium.

In places like India, Mexico, Indonesia and the UAE, advertising on new media is taken more seriously than in other parts of the world, especially social media advertising. In these markets, about two-fifths of people trust the ads they see on these platforms.

Other forms of digital media, such as websites and search engines, generally fail to gain trust among Americans and Brits, with global trust ratings at 38% and 41%, respectively.

199IT.com Originally compiled from: YouGov. Please do not reprint without authorization