Richard Edelman: The Me2 Revolution
Worth reading.
Quotes:
The most profound finding of the 2006 Edelman Trust Barometer is that in six of the 11 countries surveyed, the "person like yourself or your peer" is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. This has advanced steadily over the past three years.
Beyond the lack of confidence in the traditional sources of information lies a more fundamental change, a yearning to move beyond the simple act of consumption of information to social networking. The rise of MySpace, Facebook, and Wikipedia is premised on sharing of content with a group of likeminded individuals. It is the wisdom of the crowd, with constant updating of content based on personal experience.
Television is the big loser in media trustworthiness with the rise of the Internet. When asked where they turn first for trustworthy information, 29% of respondents in the U.S. still cite TV first, down from 39% three years ago. The Internet is now cited by 19%, up from 10% in 2003. The same trend is evident in the U.K., where television has declined from 42% to 33% as respondents’ first choice, while the Internet has risen from 5% to 15%. Newspapers, which are often thought to be the most serious casualty of the Internet wave, show rankings essentially unchanged in most markets at approximately 20%. Newspapers remain the first trusted medium of choice for respondents in France, Germany, Japan, Brazil, Korea, and Italy.
Tuesday, January 31, 2006
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