The Steve Rubel Lifestream

Online at the top AND at the bottom.

Fascinating to see that email spam is more trusted than Google spam.

:) nmw

My understanding is - yes - online at the top and the bottom. We marketers do need to understand this shift, as you say Steve.

The Gap between what I call the 'Digitalls' (i.e. us) and the 'Digicools' (i.e. my wife who uses facebook and an iphone because it is cool) is widening.

There needs to be less Digitall to Digitall thinkers, and far more Digitall to Digicool thinkers.

Hi Steve - but let's be clear on what respondents intend here. The most important words in the first two options are "known" and "consumer." And yes, while marketers are consumers too, that doesn't mean they want stealth reviews from brand managers or sponsored conversations (which fall more into the brand conversations option).

The most eye-opening stat here IMO are the bottom two numbers. Ever since I was running the survey at Forrester (Nielsen uses the same methodology), the bottom two options were in single digits. Hard to believe 24% of consumers trust text ads today.

We've really started to see this trend in Family Finance. People want to hear recommendations and consumer generated information. Great stuff

People in China are less jaded-young women believe they can look like a model w/the right beauty product. That would account for the seemingly high values for the last two items in the graph, "online banner ads" and "text ads on mobile phones". I have to believe US numbers are much different, given the extraordinary level of immediate opt-out we've seen in SMS campaigns.