Report: 83 percent say word-of-mouth influences their purchases

How do you decide which brand you’ll buy?

When selecting a new product or service, many consumers look for an indicator that their transaction will be safe and satisfactory—and younger consumers value recommendations from friends and family to inform their decisions.

In a new study from Jay Baer and Daniel Lemin, respondents show that personal connections matter more than ever when getting a product recommendation, and the data reveal that younger consumers are especially swayed by word-of-mouth marketing.

Though internet search ranks as the most popular source for researching a product, family and friends follow close behind as important sources of information. Forty-six percent of respondents say family members are a resource when researching a potential purchase, and 45 percent say friends are important.

However, demographics matter when consumers seek recommendations. White Americans are 12 percent more likely to buy a product recommended by a friend than their non-white counterparts. Women rely on word-of-mouth recommendations 22 percent more than do men.