‘Trust is the foundation of every successful sale’ (Adam Rogers, Shopify)
According to research conducted by Pulse Market Research regarding the level of trust in various advertising sources, 87% of participants stated that they trust recommendations from friends, family, or acquaintances and 78% have taken action (examined the product more carefully or did more research on its features) based on such recommendations received.
Websites of brands are also considered trustworthy (by 70% of total sample), influencing 53% of participants to take further action. Online reviews and evaluations from users were considered a trusted source of information for 67% of the participants, leading 58% of total respondents to further action.
Trust in ‘traditional sources of advertising’ like advertorials, radio and TV scored 54%, 52% and 52% amongst total respondents, while their effectiveness in influencing action scored 40%, 31% and 39% respectively
Finally, although Influencers seem to be trusted by a much lower percentage of the population (26%), their influencing power seems to be quite high with 25% stating that they have taken further action after being exposed to this source of advertising
Pulse, Transforming information to knowledge.
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