People have most trust in each other: friends, acquaintances and colleagues are considered to be the most credible source of information. Local celebrities and politicians have the lowest scores. This trend is the same for Belgium, the Netherlands and the UK.
Half of the people considers the Internet to be the most reliable source of information. Television comes second (23%), and newspapers come a remarkable third (13%). 7 out of 10 surfers reads comments on websites about products and brands on the internet. “In view of the considerable credibility we lend to each other’s opinions, the feedback on websites about products and brands has become a huge influencer of purchase decisions. Even if we don’t know these people personally, we still take into account a lot of these online reviews written by other surfers”, says Steven Van Belleghem, Director Branding & Communication Research at InSites Consulting. Fore more information, read our PressreleaseWOMuk_13_01.