Print and Other Traditional Medias Trusted Over Social

Professor of marketing at Melbourne Business School, Mark Ritson, uses Nielsen research to point out the continued trustworthiness of print marketing. As mentioned by Ritson, Nielsen declares that sixty-percent of people still trust print advertising. Fifty-six percent of people trust outdoor billboards and other out-of-home advertisements. However, the percent of trust level drops to forty-six when discussing online and social media ads.

Even millennials, the social media gurus, trust print and television advertising more than online and social. So why is that? Shouldn’t millennials lean towards the new and innovative outlets?

Well, I have no facts for you. No cut and dry numbers to tally. But what I do have is first-hand experience, insight, and opinions from a millennial herself: me. 

Theory 1: We don’t fully trust the internet itself

Millennials are raised being told, “Don’t trust everything you read online”. Well, that carries over directly to advertisements. We’re taught to do our due diligence to verify accuracy or simply take everything we see/read with a grain of salt.

Theory 2: We assume anything with a poor design is a poor product/service

The poor aesthetics of some online ads automatically rule them as a scam, inaccurate, or simply untrustworthy. Again, growing up in the digital world we are taught to be cautious of things we click on and access.

Theory 3: We are bombarded with digital

There are so many online/social ads that they’re an annoyance. With seemingly fewer television and print ads, they make a bigger impact. Expanding on this, growing up we were accustomed to seeing television and print ads. However, since the Internet was relatively new, there were little to no ads online making their entrance into the digital world disruptive.

Theory 4: We still like the attributes of physical print advertising

Direct mail print pieces give us a physical reminder. While digital calendars/coupons/offers are becoming more and more popular, I would still rather get a direct mail piece, disconnect the coupon, put it in my wallet, and make a point to go to the store to take advantage of the special offer.

Theory 5: We think less expensive = cheap quality

Digital ads are cheaper therefore less important. I think the majority of individuals realize that a television ad is more expensive than a display banner ad, therefore since anyone can afford online/social ads; they must not be as quality, prestigious, trustworthy, etc.

Like I said, no facts with sited sources or charts with extensive data, I simply have opinions of a twenty-something millennial living in the media world.