Consumers find ads more trustworthy with the Trustpilot trust mark

In a side-by-side comparison of ads, one ad with Trustpilot’s trust mark and one without the trust mark, consumers were asked to pick the advertisement they trusted more.

The survey concluded that 87% of consumers, in the U.S. and U.K., on average, find ads more trustworthy when the Trustpilot trust mark is present vs. having an advertisement with no trust mark.

See some of the ads used in the research and the corresponding results on this page. Note that the businesses depicted in the ads were clearly noted in the surveys as fictitious and not intended to represent any actual legal business entity. When the survey was conducted, advertisments were of equal size. For illustrative purposes, the ad chosen most often is enlarged here.

Sirkin Research was commissioned by Trustpilot in August 2018 to conduct a survey of 777 consumers in the United States and 302 consumers in the United kingdom. The goal was to measure the impact of Trustpilot’s trust mark and logo. Trust marks are a visual form of communication between consumers and businesses to help bridge the information gap about trustworthiness of a business and are often used by businesses to create credibility for their brand, especially for companies that conduct business on the internet.

Of those consumers surveyed, using a consumer research panel (SurveyMonkey Audience), 87%, on average, chose the advertisement with the Trustpilot trust mark. The survey participants were at least 18 years of age with a minimum income of $25,000 USD annually.

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Insurance / Finance78% (91/116) chose the ad with Trustpilot logo

Consumer Services79% (95/120) chose the ad with Trustpilot logo

Auto / Shopping69% (81/118) chose the ad with Trustpilot logo

Retail / Ecommerce76% (89/117) chose the ad with Trustpilot logo

Consumer Financials / Payment69% (81/117) chose the ad with Trustpilot logo

Travel / Tourism74% (86/116) chose the ad with Trustpilot logo