{
  "schema_version": "1.1",
  "id": "92-percent-trust-word-of-mouth-nielsen",
  "slug": "92-percent-trust-word-of-mouth-nielsen",
  "url": "https://groundedkit.com/claims/92-percent-trust-word-of-mouth-nielsen/",
  "api_url": "https://groundedkit.com/api/claims/92-percent-trust-word-of-mouth-nielsen.json",
  "claim": "92% of consumers trust influencers, UGC or word of mouth more than ads",
  "commonly_cited_as": "\"92% of consumers trust influencers (or UGC) over ads\" — Nielsen",
  "verdict": "misquoted",
  "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.",
  "confidence": "high",
  "rating": {
    "value": 2,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Nielsen",
    "title": "Global Trust in Advertising (April 2012)",
    "year": "2012 (fieldwork 2011)"
  },
  "quote": "“recommendations from people I know” scored highest on trust, with 92 percent of consumers trusting this source completely or somewhat.",
  "method": "Online survey of 28,000+ internet respondents in 56 countries.",
  "drift": [
    "Subject: 'people I know' (friends and family) rewritten as influencers or UGC",
    "Metric: 'completely or somewhat' trust rewritten as 'trust more than ads'",
    "Population: global online panel quoted as US consumers",
    "Date: 14 years old"
  ],
  "interest": "Nielsen sells advertising measurement.",
  "safe_rephrasing": "In Nielsen's 2012 global online survey, 92% said they trust recommendations from people they know completely or somewhat; ads on social networks were trusted by 36%.",
  "sources": [
    {
      "title": "Nielsen: Trust in Advertising, Paid, Owned and Earned (2012)",
      "url": "https://www.nielsen.com/insights/2012/trust-in-advertising-paid-owned-and-earned/",
      "primary": true
    },
    {
      "title": "MarketingProfs — Earned, Owned Media More Trusted Than Paid (Nielsen 2012 summary)",
      "url": "https://www.marketingprofs.com/charts/2012/8943/earned-owned-media-more-trusted-than-paid",
      "primary": false
    },
    {
      "title": "Carly — Influencer Marketing Statistics 2026 (secondary trace)",
      "url": "https://www.usecarly.com/blog/influencer-marketing-statistics/",
      "primary": false
    }
  ],
  "kind": "stat_check",
  "as_of": "2012 (fieldwork 2011)",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}