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More than Half of German Consumers Trust Print Ads

But 84% put more trust in the word of people they know

January 4, 2017 | Advertising & Marketing

Dubious or fictitious news sources—otherwise known as “fake news”—is ironically, the subject of many very real news stories these days. And that’s true across the globe. Trust can be a shifting concept, and not just with fake news: over 50% of consumers in Germany listed newspaper and magazine advertisements as sources of information they trust, according to Gesellschaft Public Relations Agenturen (GPRA).

Trusted Information Sources According to Consumers in Germany, Nov 2016 (% of respondents)

Not surprisingly, when it comes to trusting information sources, almost everyone (84%) trust their friends and family. It is a marketing truism that consumers trust people they know over all other sources. What is surprising is that more than 50% of respondents to the survey trust ads and the company websites.

These findings highlight that over half of consumers in Germany are willing to look past companies’ potential sales and brand motivations and believe the companies’ claims.

While all advertising wins a certain degree of trust from German consumers, websites or another type of online presence inspire more trust than does a TV or radio ad.

And, though ads in newspapers and magazines are more trusted than most sources (with 54% of respondents saying so) company websites and user reviews at online portals (like Yelp) are more trusted than outdoor ads like billboards, ad spots on radio and TV, and magazines produced by companies, such as Lufthansa Magazine.

—Ben Clague

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