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 GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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