Today’s chart examines how much recommendations from social media have come to challenge the traditional power of word-of-mouth among Millennials.

Crucially, in MEA and LatAm recommendations on social are now as or more important than word-of-mouth. In Europe and North America, however, word-of-mouth brand discovery takes the lead, with the latter region having it as the most popular form of brand discovery of all, beating even search engines (41%) and TV ads (37%). Perhaps more surprisingly, the tech-savvy Millennials of APAC are still more likely to discover brands through in-person recommendations than comments on social media.

Social media offers speed and virality in expanding organic brand awareness, but it’s clear that the assurance of an in-person recommendation from friends or family still holds sway over many Millennials, particularly in North America.

Millennial Brand Recommendations: WOM vs. SocialExplore data in PRO Platform

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Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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