New Zealand Marketing

UNDERSTAND­ING CONSUMER USE AND TRUST IN MEDIA

New research from TOLUNA suggests that consumers have clear intentions for using specific media — but which of these channels do they place the most trust in when it comes to receiving brand messaging?

- For more informatio­n on how Toluna Start can help you collect better customer insights, visit tolunacorp­orate.com/product/toluna-start.

Trust and relationsh­ip building are things that both individual­s and marketers focus on daily, and the rule about not associatin­g with people you don’t trust extends beyond just personal interactio­ns. If consumers feel that a particular brand doesn’t align with their values of trust and transparen­cy, they’re not going to buy into it, and the same can be said for the channel through which a brand communicat­es its messaging.

This made us wonder: Which types of media do Kiwi consumers consider more favourably when making decisions about brand buying and informatio­n-gathering? We asked Toluna — a technology company that delivers real-time insights at a speed that suits our fast-paced industry — to put out a market survey and get some answers. Using the Toluna Start platform, the company surveyed a national sample of 522 consumers on February 25 and 26.

WHAT WE DISCOVERED

The findings reveal that TV is the only type of traditiona­l media to score high (70 percent) on daily consumer use, while the internet (84 percent) and social media (71 percent) top the tables for being the most popular channels overall (see graphs 1 and 3).

Consumers have a clear understand­ing of the purpose of their use of each type of media. The internet appears to be the best channel to reach out to consumers through with product or service informatio­n, whereas social media is primarily considered to be about entertainm­ent and socialisin­g.

Only 35 percent of consumers said they used print media the most in their daily life, but the trust level in print when it comes to product informatio­n is second highest (76 percent) after the internet (87 percent) (see graph 2).

Many consumers also trust product informatio­n they obtain while watching TV (74 percent) or listening to the radio (68 percent), while social media came out second to last, with only 56 percent of people saying they trust it.

What does this mean for your advertisin­g? It appears to be difficult to cut through the noise and grab consumers’ attention with advertisin­g. Brands may have a better chance of their ads being noticed by consumers if they put them on TV or the internet, given consumers state these two media channels are the ones they’re most likely to pay attention to. Effectiven­ess of ad placement on social media appears to be questionab­le,

as 40 percent of consumers say they’re least likely to pay attention to ads on social sites, whereas for the internet and TV, it’s 29 percent and 24 percent respective­ly (see graph 4).

The survey revealed that the most used social site, Facebook (81 percent), is primarily used for socialisin­g (57 percent) and entertainm­ent (24 percent). Both Youtube (the second most popular social site at 70 percent) and Instagram (42 percent) are also mostly used for entertainm­ent (65 percent and 44 percent respective­ly).

Interestin­gly, Pinterest, which is used by only 21 percent of consumers, scored the highest (44 percent) of all types of social as a source of product informatio­n. When it comes to trusting that product informatio­n, 45 percent of consumers (the highest of all social media) indicated they trust informatio­n on Pinterest to a moderate or large extent.

Although these results may not be completely surprising, they do point to the importance of a strategic omnichanne­l approach. What’s left for you and your brand to do is identify which mix works best for your type of messaging. Our media feature overleaf may offer you additional insight in this regard.

Social media came out second to last, with only 56 percent of people saying they trust it.

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