B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
92%
92% -- share of consumers trusting word of mouth over ads for consumers (2026)
92% of consumers trust word of mouth over advertisements.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Twilio
Primary
Tier C
https://viralref.com/blog/word-of-mouth-marketing-examples ↗
Source Article
10 Word of Mouth Marketing Examples for 2026
10 Word of Mouth Marketing Examples for 2026
See 10 real word of mouth marketing examples for salons, spas & studios. Learn tactics to get more clients and automate growth with your Square POS.
Tired of hoping for referrals?
You hear it all the time. A new client walks in and says, "My friend Sarah …
Original Research
Twilio
· Original study ↗
Methodology
Cited via a Twilio overview of word-of-mouth measurement gaps.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 92% share of consumers trusting word of mouth over ads. Source: Twilio (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-trust-wom-over-ads-92
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<blockquote cite="https://lighthousedata.io/data/consumers-trust-wom-over-ads-92" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>92%</strong> -- share of consumers trusting word of mouth over ads for consumers<br><small>Source: Twilio (2026) · <a href="https://lighthousedata.io/data/consumers-trust-wom-over-ads-92" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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