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Young Adults Most Trusting of Advertising Claims

Consumer Attitudes

November 2010 -- Nine in 10 US adults 18-34 trust advertising at least sometimes, the highest trust level of any age group, according to results of an Adweek Media/Harris Poll.

As reported by Marketing Charts, 90% of young adults aged 18-34 say "they trust that advertising is honest in its claims at least sometimes" -- followed by 86% of those 35-44, 84% of those 45-54, and 81% of those 55 years and older.

Overall, one in five American adults say they trust that advertising is honest in its claims all or most of the time (19%) while the majority say they trust that advertising is sometimes honest in its claims (65%).


Source:  Adweek Media/Harris

About:  This Adweek Media/Harris Poll was conducted online within the US between October 5- 7, 2010 among 2,098 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

Source:  Marketing Charts, 9 in 10 Young Adults Trust Advertising, November 8, 2010.