![Consumer Trust In Earned & Owned Media [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2015/10/TIA-image.jpg "Chart - Consumer Trust In Earned & Owned Media")
The most credible advertising comes straight from the people we know and trust. More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family. But trust isn’t confined only to those in our inner circle. In fact, two-thirds (66%) say they trust consumer opinions posted online—the third-most-trusted format.
Owned (brand-managed) online channels are also among the most trusted advertising formats. In fact, branded websites are the second-most trusted format, with 70% of global respondents saying they completely or somewhat trust these sites. In addition, more than half of respondents (56%) trust emails they signed up for. Read the rest at Nielsen.
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