We all know that word-of-mouth can have a huge impact over consumer purchasing decisions. But with a range of other information sources now available to internet users, just how powerful and pervasive are they?

Well, as we explore in our forthcoming GWI Brand report, nearly 50% of internet users globally say that they learn about new products, brands or services via recommendations from friends. This makes them one of the most important sources of influence within the brand discovery journey.

Perhaps most significantly, this is a trend that cuts across all of the major demographic groups. Recommendations are slightly more important for women than men, but they are a major discovery channel for nearly 50% in all age groups and regions.

At a national level, it’s in Ireland that personal recommendations carry the most weight of all (59%) – followed closely by Argentina (57%) and South Africa (56%).


Written by

Jason is Chief Research Officer at GlobalWebIndex. He oversees the global research and insight teams, directs the world-leading research study and specializes in analyzing consumer trends. He writes for titles like the Huffington Post and MediaPost and is a frequent contributor to stories on media outlets such as BBC News, CNN, the Guardian, Wall Street Journal and Bloomberg.

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