Latin America Consumer Trust in Ads
The Nielsen Global Consumer report shows some very interesting, and also worrisome facts about consumers trust in Advertising. There is no doubt that as media messages continue to multiply endlessly, consumer confidence continues to erode. However, in Latin America, the trend is much slower than in the rest of the world, which I think still leaves open an opportunity to work proactively, to keep that trust. The study evaluates trust in 19 earned paid and owned advertising methods, and in 17 of those, consumers in Latin America reported the highest trust. It is worth noting that over 60% of Latin America Consumers trust content in traditional mass media such as TV, magazine and newspaper ads.
This level of trust extends to social media, where countries with high penetration, such as Brazil and México, exhibit very high levels of trust. However, Latin Americans show the lowest credibility on consumer opinions posted on line.
It is questionable to adscribe it to lower education, since other developing regions have lower scores than Latin America Is this a less jaded population? Have the Latin America ad agencies and advertisers done a better job at maintaining credibility? It is hard to answer. However, the findings do confirm, that there are still great opportunities for learning the lessons from the countries where trust has been lost, and preventing those actions. Latin America is a land of opportunities for current and incoming brands. Its high economic and consumer growth along with trust in advertising, substantiate a business case for advertising investment. These are fun times, times for growth, times to consolidate credibility and future with the new middle class.