02_Elements/Icons/ArrowLeft Back to Insight

Insights > Media


2 minute read | Monique Perry, Head Of Media Industry Group | November 2015


Digital advertising is fast coming of age and now ranks among the most trusted forms of advertising for Australian consumers. When looking at branded content, the 2015 Nielsen Global Trust in Advertising Report shows the digital revolution continues to gain momentum. However, the majority of consumers still very much trust and react to traditional forms of advertising such as TV, radio and newspapers.

Let’s take a brief look into the report so that you can explore some of the most effective ways to influence your consumers’ purchasing behaviours:

In 2007, fewer than 1 in 5 Australians trusted banner ads online. Today that figure has almost doubled to 1 in 3 Australians. Similarly, trust in branded websites has grown from half of Australians in 2007 to almost 3 in 5 today. Search engine advertisements remain steady with 1 in 3 Australians trusting them.

Of course, the most trusted source of information on a brand, product or service are other consumers, with 4 in 5 Australians trusting recommendations from someone they already know. But surprisingly, comments from other online consumers represent the second most trusted source, with 3 in 5 Australians indicating they place a high level of trust in this area.

Trust of text ads on mobile phones has also increased from 3 in 20 Australians in 2007 to 1 in 4 today. While trust has grown, there is still ample room for mobile advertising to have an even stronger impact on consumers when comparing Australia’s market with the global average for trust on this platform, which sits at almost half of consumers.

The advertising landscape is evolving at an extraordinary pace. As media proliferation and technology advances it creates new ways of connecting with consumers. Making an impact on the right audience in a world of choice can make it a difficult decision as to where to put your advertising dollars. Understanding where the trust and response levers lie is a great place to start. 

For more detail and insight, download our Global Trust in Advertising Report.


The Nielsen Global Trust in Advertising Survey was conducted between Feb. 23 and March 13, 2015, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.

Continue browsing similar insights

Our products can help you and your business

  • Consumer & Media View

    Access syndicated and custom consumer research that will help you shape successful brand, advertising and marketing…

  • NCSolutions

    Maximize CPG advertising effectiveness with data to better segment, optimize and enable sales-based outcomes.