B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
92%
92% -- consumer trust in personal recommendations for consumers (2023)
92% of people trust personal endorsements from family and friends over any other form of marketing according to a Nielsen study.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2023
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
Nielsen
Primary
Tier C
https://www.martechexec.com/blog/pros-turn-loyal-customers-brand-advocates ↗
Source Article
Pros Turn Loyal Customers Brand Advocates
The world of marketing has revealed that success is contingent upon having not only new customers but also loyal ones. These individuals are the cornerstone of any thriving business; they come back time and again and spread positive word-of-mouth about their experiences to those closest to them. Whi…
Original Research
Nielsen
· Original study ↗
Methodology
Nielsen study on trust in word-of-mouth recommendations, cited secondhand in blog post
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2023 (current) | 92% | |
| 2026 | 91% | -1.1% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 92% consumer trust in personal recommendations. Source: Nielsen (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-92-percent-trust-personal-recommendations
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<blockquote cite="https://lighthousedata.io/data/nielsen-92-percent-trust-personal-recommendations" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>92%</strong> -- consumer trust in personal recommendations for consumers<br><small>Source: Nielsen (2023) · <a href="https://lighthousedata.io/data/nielsen-92-percent-trust-personal-recommendations" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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