April, 2016
Inspection News and Views from the American Society of Home Inspectors

Word-of-Mouth Marketing Statistics to Help you Better Market Your Business


For centuries, people have made big decisions and developed everyday preferences using the simple, yet resounding, power of word-of-mouth. It’s no coincidence that you and your best friend share a few of the same favorite things. Who doesn’t love hearing about a great product or service from a trustworthy source?

As more brands work to boost their lead acquisition process using organic networks, there’s much to gain from developing a killer word-of-mouth marketing strategy. But before you start using a new referral marketing strategy to up your revenue using the remarkable power of recommendations and referrals, you need to fully grasp why word-of-mouth is valuable and how your brand can influence it. Here’s a comprehensive list of word-of-mouth marketing statistics to help you get started.

84% of consumers say they either completely or somewhat trust recommendations from family, colleagues and friends about products–making these recommendations the information source ranked highest for trustworthiness. [Source: Nielsen]

74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Source: Ogilvy/Google/TNS]

68% trust online opinions from other consumers, which is up 7% from 2007 and places online opinions as the third-most trusted source of product information. [Source: Nielsen]

88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. [Source: BrightLocal]

72% say reading a positive customer reviews increased their trust in a business; it takes, on average, two-six reviews to get 56% of them to this point. [Source: BrightLocal]

On social media, 58% of consumers share their positive experiences with a company and ask family, colleagues and friends for their opinions about brands. [Source: SDL]

91% of B2B buyers are influenced by word-of-mouth when making their buying decision. [Source: USM]

56% of B2B purchasers look to offline word-of-mouth as a source of information and advice, and this number jumps to 88% when online word-of-mouth sources are included. [Source: BaseOne]

Word-of-mouth has been shown to improve marketing effectiveness by up to 54%. [Source: MarketShare]

84% of consumers reported always or sometimes taking action based on personal recommendations. 70% said they did the same with online consumer opinions. [Source: Nielsen]

The average value of a Facebook fan in certain consumer categories is $174. [Source: Syncapse]

43% of social media users report buying a product after sharing or favoriting it on Facebook, Twitter or Pinterest. Over half of purchases inspired by social media sharing occur within one week of sharing or favoriting, and 80% of purchases resulting from social media shares occur within three weeks of sharing. [Source: VisionCritical]

Millennials ranked word-of-mouth as the No.1 influencer in their purchasing decisions about clothes, packaged goods, big-ticket items (like travel and electronics), professional services and financial products. Baby Boomers also ranked word-of-mouth as being most influential in their purchasing decisions about big-ticket items, financial products and professional services. [Source: Radius Global]

77% of brand conversations on social media are people looking for advice, information or help. 18% were positive reviews of the brand. [Source: Mention]

79% of people say their primary reason for “liking” a company’s Facebook page is to get discounts. 81% also said they’re influenced by what their friends share on social media. [Source: Market Force]