Here's what the research says from the point of view of the consumer: Americans mostly trust the closest information sources - each other, via direct experience and word of mouth. The overall implication for marketers? Communications strategies, which allow direct product sampling experiences for consumers, allowing consumers to form first-hand opinions is key.
We've also been hearing a lot about the balance of power shifting from trusting traditional media and sources (newspapers, radio, magazines and TV) to trusting more online channels. However, the research shows that that some traditional sources (newspaper, magazine and TV) are still going strong, coming in only second to peers. And surprisingly (to us), radio still ranks high among consumers in overall level of trust. I was amazed to read recently that National Public Radio has has 30 million listeners!
So are consumers really influenced by bloggers? There's been a lot of excitement recently amongst marketers about social media - how bloggers are the influencers of today because their followers know they're not getting paid and they'e nvested in their topic/community. Is their influencing power overrated? Perhaps, as blogs rank 30% according to this research.
So marketers, don't fret. Trusted, traditional media isn't dead and shouldn't be disregarded (yet).
