Most online adults across 5 key countries turn to websites in order to find information about brands and services, while about half rely on recommendations from friends and family, according to a report from Kantar Media. The study indicates that social media is also a popular source of information, though more so in some countries than others.
Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations.
Content shared by friends and family members (72%) and content shared by a work colleague or peer (59%) – independent of who created the content – are the most trusted.
When it comes to influencing consumers’ purchases, word-of-mouth continues to outperform all paid media.
This superb chart by distilled breaks down content according to marketing goals, from awareness to purchase.