The report was based on data from a survey of 1,030 consumers in the United States who had seen or heard an advertisement in the previous week; 28% of respondents were age 18-34, 40% were 35-54, and 32% were 55 and older.
Some 61% of respondents trust TV/broadcast video; 58% trust print; 45%, radio/podcast; 42%, out-of-home/billboards; 41%, online; and 38%, social media.
Millennials are more likely to trust almost every advertising medium than are older consumers. The discrepancy between generations is most pronounced in relation to digital channels: 51% of Millennials say they trust online and social media, compared with just 27% of Baby Boomers.
Some 47% of consumers with a household income of under $49,999 trust advertising media overall, compared with 61% of those with a household income of more than $100,000.
Consumers with higher household incomes also trust each individual advertising medium more than those with lower household incomes.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji