Ads served on television, radio and print broadly earn the trust of a majority of consumers in Asia-Pacific, while Indians and Indonesians tend to be much more trusting even for media where there is more scepticism in other markets.

This is according to a new survey by Campaign and research firm YouGov, which polled more than 18,900 global consumers about ads on ten forms of media, and compared the results with responses from 5,620 participants in six APAC markets.

Key findings

  • Globally, more than half (52%) of consumers regard television as either very or somewhat trustworthy, and there is a similar proportion across APAC markets.
  • Consumers in India and Indonesia are much more likely than their global or regional counterparts to choose ‘very’ trustworthy across every form of media. This includes a fifth (20%) who regard website ads as very trustworthy whereas these are thought to be untrustworthy by 74% of respondents in China, 67% in Hong Kong, 63% in Australia and 61% globally.
  • Nearly two-thirds (63%) of Chinese consumers also mistrust ads on search engines.
  • Some 68% of global consumers say ads on social media are either not very trustworthy or not trustworthy at all, rising to three-quarters (75%) of consumers in Australia.
  • Podcasts are not seen to be very trustworthy by 61% of consumers in China, 56% in Hong Kong and 38% in Singapore.

View more

Sourced from Campaign India, YouGov