Online Content and Consumer Trust

It may come as no surprise that traditional publishers are amongst the most trusted source of content that is disturbed online according to a recent survey.

This survey conducted by Outbrain asked individuals who they put their trust in while browsing the internet and what affects the information they consume online has on their various purchasing decisions.

Results from the survey, that was given to over 1,000 participants, revealed that most people trust written materials that are posted by brands more then those that are posted by people within their personal circle of friends.

In fact, the survey found that 34% of time on the internet is spent watching or reading content that the individual was not intentionally searching to read or watch at the beginning of their browsing.

The premium content company conducting the study believes that this information reveals that importance of using ‘unintrusive, native content’. Participants that took the survey also stated that they found content recommendation on publishers’ sites to be more interesting.

The results of the study also highlighted that a larger amount of individuals trust traditional publishers. In fact, two thirds of participants felt that these type of content providers are more reliable then others. Another interesting revelation was that health and fashion content produced on social media platforms were more trusted. Marketers and brands should find this information to be helpful as they form their content strategies.

Still other survey results went to reveal that even though many individuals spend a long time on social media they are weary to trust what they see on the various platforms.

Familiar brands were considered to be a trustworthy source of information according to 77% of those who took the survey. Compare this finding to the 67% that felt the same about content shared by their peers. Brands that are unfamiliar to consumers will be interested to learn that 60% felt their content was reliable. As you can see from the data provided content that is recommended by others or is suggested is more favorable.

54% of survey takers said they like getting recommendations and suggestions because it lead them to discover services and products that they might use, like, or find useful. It is important to note that the amount of time a person will spend consuming content largely depends on the kind of product they are searching for information on. Consumers on average tend to consume at least three pieces of content before they make a purchasing decision. This number can increase to at least five pieces of content for travel and financial advice.