Consumer trust comes in different ways.

Nielsen, a global information and measurement company, reports that, “Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family—an increase of 18 percent since 2007.

“Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years.”

Further, Nielson’s survey indicates that global online consumers trust “owned media,” such as the company websites up to 58 percent, and emails up to 50 percent.

On the other hand, trust in paid advertising is down since 2009 by 25 to 20 percent, depending on the media.

These figures have big implications for the way content is delivered. And content needs to be delivered in real-time.