Who do consumers trust in media? Can media influence their decisions? Is the Internet a trusted source? These and other questions were asked in a study of over 24,000 media users via Triton Digital’s Immediate Insights research platform. The study found that consumer trust in traditional media is much higher than digital media. The most-trusted medium was television (45%), followed by newspapers (20%) and then radio (18%).  Digital media lagged far behind. This trust translated into a powerful advertising influence for traditional media: Nearly 64% of consumers admitted to buying a product after seeing it advertised via TV, heard on radio, or read in newspapers. Again, Internet advertising lagged. Where the Internet shines is with engaged consumers: The single biggest influencer of direct purchases was research on the Internet.

The study also suggests that this trust may have a direct impact on the success of advertisements in each medium. For example, more than 64 percent of consumers acknowledged that they have made a purchase after exposure to it being advertised on television, radio or in a newspaper. Conversely, consumers were more apt to trust their own internet research over seeing or listening to a commercial.  Recommendation engines also scored low, with 17 percent of respondents noting that they influence buying decisions.

“While digital media continues to explode in popularity and affect traditional media usage, the underlying trust of media consumers toward digital compared to traditional media are not yet equal,” said Triton VP of Business Strategy Jim Kerr. “Similarly, traditional media advertising continues to prove effective and more likely to influence purchase decisions than digital ads.” 

Looking at gender spits from Triton Digital’s data on radio, 19.8 percent of males called radio their most trusted source of news and information, with 16.3 percent of females agreeing. Additionally, 21.2 percent of male respondents and 20.7 percent of females said radio ads influence their buying.

The Triton Fall Survey results also revealed that approximately 50% of adults are highly influenced by a radio or TV station recommendation of a product or service.  26% of surveyed respondents felt local stations were reliable in listening to their opinions. Both these two questions show a personal relationship between consumers & local stations.

Clients should consider digital campaigns as consumer support when it comes to researching their products or services. They should also entertain utilizing station endorsements. There is significant proof with this recent study that shows influence in using local talent to voice or endorse your commercials.

Tami Freeman is the Media Director of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com