| Recommendations from people I know | 92% |
| Consumer options posted online | 72% |
| Editorial content such as a newspaper article | 70% |
| Brand Websites | 69% |
| Emails I signed up for | 67% |
| Ads in newspaper | 66% |
| Brand sponsorships | 62% |
| Ads in magazines | 62% |
| Ads on TV | 61% |
| Ads on radio | 61% |
| Ads before movies | 53% |
| Billboards and outdoor advertising | 53% |
| Ads served on Search Engine results | 37% |
| Online video ads | 33% |
| Online banner ads | 24% |
| Text ads on a mobile phone | 18% |
Note: *participants responded that they trusted each tactic "completely" or "somewhat".
Source: Nielsen Online, "Nielsen Global Online Consumer Survey," July 2009