Digital Age Trust

We live in a world where everyone right from bloggers, celebrities, experts, journalist and even total strangers has something to say and wants their voice to be heard all over the internet. However, the question is, whom do you trust? A random sample of 752 Britons from a nationally representative online panel regarding their opinions on trust in the digital age. 56% of responded saying that "most people can be trusted", regardless online or in the real world thus, resulting in a conclusion that they are generally a trusting bunch of people.

Strangers on the internet are trusted even less than in the real world, but people still do seek their opinions online. The younger generation right up to those in their early thirties (millennials) trust online customer reviews and seek their opinions (bazaar voice 2012). 59% of the 25-34 age group, find online customer reviews influential, therefore indicating that customer reviews are vital in online decision-making (theguardian.com 2013). According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000 Internet respondents in 56 countries, online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years (Nielsen 2012). Millennials are inclined to trusting experienced or likeminded consumers compared to people they know (bazaar voice 2012). Therefore advertisers and marketers must learn how to effectively handle online customer reviews as it is evident that the importance and value on online customer reviews are on the rise.

Reference

bazaar voice 2012, Talking to Strangers: Millennials Trust People over Brands, bazaarvoice, accessed on 10 November 2013, .

theguardian.com 2013, Trust in the digital age: survey analysis, theguardian, accessed on 10 November 2013, .

Nielsen 2012, Consumer Trust in Online, Social and Mobile Advertising Grows, Nielsen, accessed on 10 November 2013, http://www.nielsen.com/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html>.