Online is least credible and most irritating source for product information, says study
Social media is the least credible source for information about products and brands, according to a new report from Adobe.
The study, Click Here: The State of Online Advertising, based on a survey of over 10,000 consumers and marketers across the US and Europe, shows that friends and family remain the top go-to source for finding out information about products with 51% of global consumers agreeing. Company social media, however, is endorsed by only 3% of consumers, and just 7% of marketers.
Traditional media is also considered the best medium for advertising, with 47% of global consumers and 41% of global marketers agreeing that newspapers and TV take the lead, whereas only 9% and 13% (respectively) tout social media as an effective advertising platform. A total of 70% of respondents thought TV adverts were more important than online campaigns.
These stats can once again be attributed to the issue of privacy and user experience, with consumers citing online adverts as ‘annoying’ (62%), ‘invasive’ (45%) and ‘distracting’ (44%).
However, consumers are not completely averse to online advertising, providing it’s done right:
- Advertisements should tell a unique story, not just try to sell: 74% agree
- A video is worth 1,000 words: 67%
- User product reviews are the best source of truth: 66%
- In-store experiences trump online experiences: 71%
To grab consumers’ attention then, marketers must forget the hard sell, push video content, implement user reviews and take steps to bridge the online/offline divide. Perhaps in doing so they can change the perception of advertising and marketing being one of the least valuable professions to society, as the report also finds (ouch!).