Seventy-eight percent of consumers say they trust other consumers' recommendations over all advertising/marketing avenues. Next in the trust line: Ads in newspapers, at a 63% score. Consumers' opinions from online blogs came in third at 61%. Brand Web sites were at 60%.

Of the 13 different ad platforms Nielsen surveyed, new digital platforms--including some of that group's biggest categories--took the last three spots. Search engine ads only generated a 34% trusting score; online banner ads were at 26%; and--dead last--was text ads on mobile phones.

Traditional media, on the whole, did much better than new digital platforms. Television and magazine were in the middle of the pack, each with a 56% score; Radio was at 54%; and brand sponsorships, at 49%.