Hungarians also trust the advertisements of traditional media and influence them
Many more Hungarian consumers trust advertisements than the European average
Budapest, September 28, 2015 – Most Hungarian consumers consider eight to ten to be authentic advertisements, which come as a recommendation from people they know and trust (81%). That rate is 1 percentage point more than two years ago. Among other things, this is what Nielsen’s survey of consumer attitudes toward advertising in sixty countries includes.
Other order: Seven out of ten Hungarian respondents name their own websites (68%), six out of ten (62%) trust the information in other consumers’ online posts, and 56% trust those who read or read an editorial opinion in a medium. or to a lesser extent authentic.
Globally, an average of 83 percent of respondents have complete or less confidence in the information of acquaintances or family members. 70 percent of brands ’websites, 66 percent of other consumers’ online posts, and 56 percent of them in their emails.
It is noteworthy that compared to the European average, more Hungarians consider various advertisements to be reliable. Compared to the average of thirty-one countries on our continent, at least ten percentage points more Hungarian respondents trust the following forms of advertising: when a brand sponsors (54 percent of us), e-mails ordered (55%), appearances in online search engines (47%), product appearances in TV shows (47%).
A worldwide survey shows that it is not possible to formulate a simple, general rule on how to maximize the effectiveness of advertising in saturated markets or how to understand consumers’ perceptions of advertising in the different media platforms they use on a daily basis.
“Once companies have started tracking their consumers online, one-third of online advertising campaigns don’t work. It doesn’t attract attention and in no way encourages you to buy, ”says Randall Beard, a Nielsen expert. – “Nowadays, consumers have much more control over what content they get to know and engage in a dialogue with brands. Thus, there is only one way to succeed in remembering a brand as many people as possible: You need to know how to receive advertisements on the screens ”.
Nielsen’s trust in advertising was measured online among 30,000 Internet users in sixty countries. It aims to gain an insight into consumer perceptions of nineteen forms of advertising in so-called paid, acquired and owned media. Based on the results, we will find out which advertisements are the most responsive to consumers and which there is room for further growth.
TRUST IN TRADITIONAL ADVERTISING STILL STRONG
Overall, although the media is becoming increasingly fragmented, the proliferation of online formats is not undermining trust in traditional (offline) channels. Television, newspapers and magazines continue to be authentic advertising media considered by the majority of consumers. More than six in ten respondents worldwide watch TV commercials with complete or less confidence (63%), up 1 percentage point from a survey two years earlier. Slightly fewer people consider ads from newspapers (60%) and magazines (58%) to be trustworthy, with a figure one and two percentage points lower than last year, respectively.
In terms of trust in paid online and mobile advertising, it has remained relatively stable since 2013. Nearly half of respondents in sixty countries have full or partial confidence in online video advertising (48%, as they had two years earlier). 47 percent of ads on online search engines show a decrease of 2 percentage points. Four out of ten global respondents trust online banners (42% unchanged). For mobile ads, the rate is 43 percent, down 2 percentage points. Only one-third say they consider mobile text ads to be credible (36%, down 1 percentage point).
“As brand owners have steadily increased their spending on digital advertising, they have become more and more fond of digital advertising and measurement. But even so, TV still provides 85 to 90 percent of the biggest one-time access. That is, advertising only reaches each viewer once, ”says Beard. “While digital advertising offers significant benefits, such as more targeted advertising, on-the-fly campaign modification and more creative options, moving from TV to an online-only model would certainly be a bold move for any market player.” It is better to consider coordinating offline and online channels in order to get the best return on investment ”.
HIGHLY SENSITIVE TO 21-34 YEAR OLDS FOR TRADITIONAL MEDIA
Online and mobile forms of advertising are most trusted by 21-34 year olds (Generation Y) who grow up with the Internet. They are closely followed by those aged 35-49 (Generation X). Slightly more than half of Generation Y consider video ads (53%) and ads on social sites (51%) to be authentic, as well as 47% of them to have banners. Four out of ten respondents aged 21-34 trust text ads on mobile phones.
But Generation Y isn’t just above the average susceptible to online and mobile advertising. In terms of trust in the nineteen forms of advertising and channels examined, 21-34-year-olds have the highest proportion – including TV, newspapers and magazines. Furthermore, they are the ones who account for the largest proportion of the nineteen of the nineteen forms of advertising.
“Generation Y members use media differently than their older peers because they pay more attention to when and where they watch, listen to, or read content, as well as what device they use,” Beard said. “But despite their relatively low reliance on traditional media, their confidence and willingness to interact with the ads that appear there remains strong. An integrated, multi-channel approach is the best solution for all generations, but it is crucial for reaching 21-34 year olds.”
ONLINE FORMATS MAKE QUICK ACTION EASIER
Nielsen’s survey also highlights the link between trust and advertising. However, authenticity is not always a prerequisite for purchase intent. This is because formats that are considered authentic by a few can be very effective in guiding consumers to a place of purchase.
For example, respondents around the world trust in the opinions of their acquaintances and relatives on average as much as they follow their recommendations. Here, both indicators are 83 percent. Equally, 70 percent of those who trust and act are the same on brands ’own websites.
However, many paid advertisements have more incentives to buy than the proportion of those who consider the ads authentic. This has been particularly the case for online and mobile ads. For example, an average of 47 percent of respondents trust ads that appear on online search engines, but they also activate 58 percent toward shopping. The situation is similar for social media sites (46 percent trust, 56 percent activated) and mobile phones (36 percent trust, 46 percent activated).
In Hungary, for example, advertisements in newspapers and on television encourage more consumers to act than they trust. In the case of newspapers, 50 per cent trust advertisements, but 55 per cent have an activation rate. 45 percent trust TV, 54 are activated. For advertisements in magazines, both indicators are 47 percent.
“Advertisements that activate more consumers than they trust have a common denominator. It is that they advertise easily accessible products or services, ”Beard said. “You like it and you buy it.” Online and mobile forms make it extremely easy for consumers to live for the moment and respond to an advertisement with lightning speed. Often, consumers simply click on a link and go to a page where they either get more information about a product or buy it right away. ”
| ADVANCED ADVERTISERS HAVE THE HIGHEST RATE OF ADVERTISERS BETWEEN 21 AND 34 YEARS OLD | |||||
| Proportion of respondents who trust all or part of different forms of advertising in the average of sixty countries surveyed. |
| ||||
| Form of advertising | Z generation (15-20 years old) | Y generation (21-34 years old) | X generation (35-49 years old) | “Boomer” generation (50-64 years old) | Quiet generation (65+ years old) |
| Recommend to friends and relatives |
83% |
85% |
83% |
80% |
79% |
| Brands websites |
72% |
75% |
70% |
59% |
50% |
| Reviews of other consumers posted online |
63% |
70% |
69% |
58% |
47% |
| Editorial content, such as a newspaper article |
68% |
68% |
66% |
60% |
55% |
| TV advertising |
58% |
67% |
64% |
55% |
48% |
| When a brand sponsors |
62% |
66% |
62% |
52% |
42% |
| Newspaper advertising |
57% |
62% |
62% |
55% |
53% |
| Advertising in a magazine |
57% |
62% |
61% |
50% |
46% |
| Pre-film advertising |
54% |
60% |
55% |
42% |
31% |
| Product placement in a TV show |
51% |
60% |
56% |
42% |
39% |
| Billboards and other public space advertising |
59% |
60% |
57% |
46% |
38% |
| Emails ordered |
54% |
57% |
56% |
53% |
54% |
| Radio advertising |
51% |
55% |
57% |
49% |
42% |
| Online video ads |
45% |
53% |
50% |
37% |
27% |
| Advertising on online search engines |
43% |
52% |
50% |
41% |
33% |
| Advertising on social media |
45% |
51% |
47% |
35% |
26% |
| Advertising on mobile devices (smartphone, tablet, etc.) |
42% |
48% |
45% |
31% |
20% |
| Online banners |
36% |
47% |
43% |
34% |
25% |
| Text advertising on mobile phone |
32% |
41% |
38% |
27% |
18% |
Source: Nielsen Consumer Information and Knowledge Company
Methodology
Nielsen’s Global Survey on Advertising Confidence was conducted from February 23 to March 13, 2015. More than 30,000 consumers were surveyed in sixty countries; In addition to Europe, Asia and Oceania, North and South America, the Middle East and Africa.
The sample in each country is representative of the age and gender of Internet users, with a maximum error rate of plus or minus 0.6 percent. The survey only takes into account the consumption habits of those with Internet access. The proportion of people accessing the Internet varies from country to country. Nielsen conducts research only in countries where Internet penetration is at least 60 percent or at least 10 million people have Internet access. Nielsen’s Global Omnibus Research, which includes the Consumer Confidence Index, was launched in 2005.
About Nielsen
Nielsen (listed on the New York Stock Exchange as NLSN) is a global performance optimization company. It provides a complete picture of what consumers are watching (“Watch” business) and what they are buying (“Buy” business). Nielsen’s “Watch” division provides media and advertising customers with a total audience measurement service for all devices (video, audio, text) that consume content. Nielsen’s “Buy” division provides manufacturers and retailers of daily consumer goods with a unique, comprehensive view of retail performance in the sector. By integrating information from “Watch” and “Buy” research, as well as other data sources, Nielsen provides its customers with world-class measurement and analysis that further enhances their performance. Nielsen is present in more than 100 countries and thus covers 90 percent of the world’s population. Nielsen is listed on the U.S. list of financial services firm Standard & Poor’s, from which the U.S. stock index is calculated. For more information, please visit our website: www.nielsen.com
