A Matter of Trust
How much online North American consumers trust sources
of information about products or services

Obs value textline bar_order text xsys ysys hsys when x y function position
1 0.83 Opinion of a friend or acquaintance\who has used the product or service 1 83% 1 2 3 a 99 1 label 4
2 0.75 A review of the product or service in\a newspaper, in a magazine, or on TV 2 75% 1 2 3 a 99 2 label 4
3 0.69 Information on the\manufacturer's Web site 3 69% 1 2 3 a 99 3 label 4
4 0.63 A review by a known expert 4 63% 1 2 3 a 99 4 label 4
5 0.60 Consumer reviews on a retailer's site 5 60% 1 2 3 a 99 5 label 4
6 0.52 Consumer reviews by\users of a content site 6 52% 1 2 3 a 99 6 label 4
7 0.50 Information at online\consumer opinion sites 7 50% 1 2 3 a 99 7 label 4
8 0.49 An online review by the\editors of a content site 8 49% 1 2 3 a 99 8 label 4
9 0.37 Information in online chat\rooms or discussion boards 9 37% 1 2 3 a 99 9 label 4
10 0.30 An online review by a blogger 10 30% 1 2 3 a 99 10 label 4

Figures include respondents who answered 4 or 5 on a scale of 1 (do not trust) to 5 (trust completely).
Base: Online North American consumers.
Source: Forresters NACTAS Q3 2006 Media & Marketing Online Survey