This morning comes a post from TMPDM, citing a Forrester consumer survey about trust and media. In the survey YP comes out on top:
This is Q3 data. It’s tough to see but the order goes:
- YP (assume people interpreted to mean print)
- Newspaper ads
- In store display ads
- Consumer reviews/opinions
- Magazine ads
- Direct mail
Compare the 2008 OPA-Jupiter study (n=2,069):
The above is a little “apples to oranges” because the choices are limited to online media. And now for Nielsen:
This study was global and had more than 25K respondents, whereas the other data is US only.
Clearly there are significant variations in the rankings. How would you account for them beyond the reasons I already provided?