The report was based on data from a survey of more than 2,000 consumers in the United States.
Respondents gave Facebook an average score of 4 as a trusted content source from brands (1=most trusted; 10=least trusted). Magazines and newspapers ranked second (4.4 average score), followed by email and television (5.3 average score each).
Younger generations are more likely to trust social channels than their older counterparts are: Some 29% of consumers age 18-22 and 32% of consumers age 23-30 rank Facebook as the most trusted content channel, whereas only 16% of consumers age 52-68 do so. Older consumers are more likely to trust traditional media, such as print (27%).
Below, additional key findings from the report.
Advertising Effectiveness on New Customers
Television and print media advertising remain the most effective mediums for engaging new customers: Some 57% of respondents say they have tried a new product or service as a result of an ad campaign on TV, and 38% say they have done so because of a print campaign.
Older audiences are more likely to have tried a new product as a result of a brand’s sponsored ads or native advertising via traditional forms of media (such as TV or newspapers), whereas younger generations are much more likely to have tried a product after seeing brand content on social or new media.
About the research: The report was based on data from a survey of more than 2,000 consumers in the United States.
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