Word-Of-Mouth Marketing Statistics: Key Highlights
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Word-of-mouth is still the most trusted form of recommendation, with 88% of global consumers trusting personal suggestions more than any other marketing channel.
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Positive brand interactions lead to increased word-of-mouth, with 72% of consumers sharing their good experiences with others.
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Online reviews and social media are a modern version of word-of-mouth, with consumers relying on feedback and positive experiences to choose brands and make purchases.
Word-of-mouth marketing continues to be one of the most powerful drivers of consumer behavior, even with all the new ways brands reach people today.
36% of participants in a 2024 U.S. survey said they’ve made a product or brand recommendation to their family or friends within the past one or two weeks.
Whether it’s casual conversations, online reviews or social media mentions, personal endorsements still carry more weight than most paid ads.
In this article, we break down the most recent word-of-mouth marketing statistics to show just how influential this channel really is and what it means for businesses today.
General Word-Of-Mouth Marketing Statistics
Despite the rise of digital advertising, personal recommendations are still one of the most influential factors in consumer decisions.
Whether shared through casual conversations or trusted by close circles, word-of-mouth has a lasting impact on how consumers perceive brands.
The statistics below highlight how word-of-mouth influences consumer behavior and purchase decisions:
- 88% of global consumers trust recommendations from people they know more than any other marketing channel.
- 36% of internet users in the U.S. said that word of mouth was their leading source of brand discovery.
- 61% of consumers said that they have recommended a business they trust to their family and friends.
- Customers who have joined through referrals bring between 30-57% new customers than users acquired through other channels.
- 25% of Gen Z consumers in the U.S. discover new brands, products and services through word-of-mouth.
- 47.6% of Gen Z consumers rely on word-of-mouth recommendations as a top source when exploring financial products.
- 50% of Gen Z consumers said they often talk to their family and friends about ads they say on posters and billboards.
- Adding word-of-mouth marketing to a marketing strategy can increase its effectiveness by as much as 54%.
- 63% of small businesses report that word-of-mouth plays a key role in their growth.
- 55.4% of viewers choose video content to stream based on suggestions from family and friends.
- Marketers rate the quality of word-of-mouth leads at 4.18 out of 5.
What These Numbers Mean For You
- Word-of-mouth remains the most trusted recommendation source. Personal recommendations hold more weight than any other form of marketing, driving consumer trust and decisions.
- Word-of-mouth marketing effectiveness is proven. Adding word-of-mouth to your marketing strategy can greatly enhance its overall impact and reach.
- Word-of-mouth is key for small business growth. Many small businesses rely heavily on word-of-mouth, using it as a powerful tool for expanding their customer base.
Brand Interactions And Emotional Drivers
The way consumers interact with a brand plays a major role in how they perceive and talk about it.
Whether it’s a positive or negative experience, consumers are quick to share their thoughts with others, and these conversations can significantly impact a brand’s reputation.
The emotional connection a brand fosters with its audience also influences how likely customers are to spread the word.
This is best showcased in the word-of-mouth statistics below:
- 72% of consumers will share their good experience with a brand with others.
- 45% of global customers tell their family or friends about a negative experience with a brand.
- 48% of consumers will share their customer service experience, regardless of whether it’s positive or negative.
- Brands that evoke strong emotional reactions generate three times more word-of-mouth than brands with weaker emotional connections.
- Only 24% of consumers don’t tell anyone about their negative experience with a brand.
- 16% of consumers said they’ve posted about a negative brand experience on social media.
What These Numbers Mean For You
- Brand experiences shape consumer perceptions. Positive or negative interactions with a brand are shared quickly, impacting its reputation.
- Emotional connections drive more recommendations. Brands that create strong emotional reactions see significantly more word-of-mouth than those with weaker connections.
- Customer service experiences are shared. Whether good or bad, customers are likely to share their customer service experiences with others, influencing brand perception.
Online Reviews: The Digital Word-Of-Mouth Marketing Statistics
Traditional word-of-mouth has evolved significantly with the rise of the internet, changing how consumers share and receive recommendations.
In the past, word-of-mouth relied on personal conversations and community interactions, but today, online reviews have become the modern version of testimonials.
Platforms like Google, Yelp and eCommerce sites have made it easier for customers to voice their opinions, impacting purchasing decisions and shaping how brands are viewed.
Most recent statistics show the growing influence of online reviews and how they’ve become a modern version of word-of-mouth:
- 77% of consumers look for websites with ratings and reviews.
- 82% of consumers said they trust online reviews the same (or more than) they trust recommendations from family and friends.
- 88% of Gen Z consumers said that they trust online reviews the same (or more than) they trust recommendations from family and friends.
- 45% of consumers in the U.S. find online customer reviews helpful.
- On average, consumers go through 10 different reviews before deciding to trust a local business.
- Almost 95% of people consult online reviews before making a buying decision..
- 56% of consumers said they don’t trust a star rating alone as much as they trust start ratings accompanied by a written review.
- 45% of consumers wouldn’t purchase a product if it doesn’t have ratings and reviews available.
- 53% of consumers expect a brand to respond to a negative review within a week.
What These Numbers Mean For You
- Online reviews have become the modern word-of-mouth. Reviews on platforms like Google and Yelp now serve as the digital version of personal recommendations, impacting how brands are perceived.
- Consumers trust online reviews as much as personal recommendations. Many consumers trust online reviews as much as, or more than, recommendations from family and friends.
- Gen Z places high trust in online reviews. A significant portion of Gen Z consumers rely on online reviews just as much as personal recommendations, especially when making purchasing decisions.
Social Media And Influencer Word-Of-Mouth Marketing Statistics
Social media and influencers are powerful drivers of word-of-mouth advertising, with many consumers turning to online platforms for recommendations and reviews.
Influencers, in particular, have a significant impact on purchase decisions, as their trusted endorsements resonate with audiences.
This section delves into how social media interactions and influencer partnerships are shaping consumer behavior and influencing brand success:
- 51% of consumers in the U.S. said that reviews and ratings have the most influence on their purchases on social media.
- 76% of people are likely to recommend a brand after having a positive, friendly interaction with it on X.
- 63% of consumers are likely to buy a product recommended by an influencer they trust.
- 64% of consumers are more likely to watch genuine and unbiased reviews from influencers.
- Consumers are most interested in food and drink (30%) and beauty (26%) content created by influencers.
- The U.S. leads the world with 22.7% of all sponsored posts made by influencers.
- Influencer marketing typically accounts for 10–15% of a brand’s total marketing budget today.
- The global influencer market is worth $32.55 billion.
What These Numbers Mean For You
- Social media and influencers shape purchase decisions. Reviews and ratings on social media platforms hold significant influence over consumer purchases, making these platforms essential for brand awareness.
- Positive interactions increase brand recommendations. Consumers are more likely to recommend a brand after a positive interaction on platforms like X, showing the power of engagement in shaping opinions.
- Influencers drive consumer buying behavior. Trusted influencers have a major impact on purchasing decisions, with a large number of consumers more likely to buy products they recommend.
Grow Your Brand Reputation Online With Digital Silk
Word-of-mouth marketing is a key driver of consumer decisions and brand success. It plays a crucial role in shaping consumer perceptions, as it’s based on authentic, personal experiences.
When customers share their positive experiences, it creates a ripple effect that builds trust and fuels growth.
At Digital Silk, we’re an award-winning digital marketing agency that helps brands grow and succeed in today’s competitive environment. Our team of experts develops tailored strategies that connect with your audience and deliver measurable results at every stage of your brand’s journey.
We stay updated on the latest trends and consumer behaviors to ensure your brand remains visible, relevant and ahead of the competition.
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Contact our team, call us at (800) 206-9413 or fill in the Request a Quote form below to schedule a consultation.
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