Two infographics produced by the emarketing.fr site reveal the different degrees of consumer confidence in advertising. The first study focused on international habits, while a second showed the levels of confidence by the French in different communication channels. Zoom on the evolution of confidence in advertising, on international and national levels, between 2013 and 2015.
Advertising around the globe
The first infographic indicates that the most reliable form of advertising for international consumers is by word of mouth. It received an 83% convinced rating from people following the recommendations of their friends. It showed, however, a decline of 1 point compared to the 2013 results.
In second place, 70% of international consumers showed confidence in company web sites. A result that indicated a gain of one point compared to the study conducted in 2013. Here, we see the importance for businesses to maintain a web site, a veritable online commercial window.
Despite a drop of 2 points with that of 2013, this study also demonstrates that online consumer opinions remain the most consulted recommendations and received a 66% rating from those polled.
Also noteworthy is that so-called “traditional” communication channels, are still regarded as relevant by consumers. In this context, 63% of international voters declared themselves confident in television advertising, an increase of 2 points over the 2013 results. Confidence in newspaper and magazine advertising suffered a slight drop, 60% (-1 point) and 58% (-2 points) respectively.
Advertising marketing situation in France
The second infographic on French confidence in advertising revealed, as on the international level, that the favourite advertising channel remains by word of mouth. Receiving a 67% result, it has however, decreased by 4 points since 2013.
Online consumer opinions represent the second advertising form voted by the French with a rate of 47%. Here, we see a significant decrease of 6 points compared to the 2013 figures.
In third position, editorial contents and subscriber emails achieved the same result of 41%. A drop of 2 and 1 points respectively since 2013.
The study on French confidence in advertising revealed the French attachment to traditional communication channels. We find an augmentation of 1 point for confidence in television advertising, with a score of 37% of those polled. More significant, however, was the growth of 6 points and 4 points respectively recorded for confidence placed in radio and newspaper advertising. In the same vein, magazine advertising increased from 29% to 33% in the number of people convinced between 2013 and 2015.
This infographic also displays a clear advance in the confidence shown in online advertising. Along the same lines, advertising on search engines gained 4 points, internet advertising videos 3 points and advertising on social networks 3 points. The biggest increase went to online ad banners that recorded a jump of 7%, taking its score to 24% in 2015.
By putting the results of these two infographics in parallel, we can see that advertising by word of mouth for both French and global consumers received the highest score. All the same, the percentages present a difference of 16 points which is quite revealing. We can also note a reasonably large difference in the two studies concerning digital advertising . The latter is significantly more appreciated on a global level, than in France, where it is just starting to emerge.