Word-of-mouth remains the most trusted source for product information at 67 percent, which is a bump from last year’s 58 percent. Online recommendations matter to Canadians, too: 70 percent say they consult product reviews prior to making a purchase.
Canadians seem to still trust members of the news media, as it ranks second as a trusted source (50 percent), next to non-profit entities (57 percent). The news media did see a four-percent year-over-year drop in trust level, however. Of note to PR pros and marketers in both sectors, large corporations (27 percent) were found to be less trustworthy than government organizations (39 percent).