B
Evidence Grade B
Graded
under review
Safe to Cite
Current
84%
84% -- share of respondents trusting family and friend recommendations for consumers (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
84%
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
60
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://iliaa.org/referral-marketing-for-insurance-agents-everything-you-need-to-know/ ↗
Source Article
Referral Marketing For Insurance Agents: Everything You Need To Know
Did you know that 96% of people don’t trust ads?
Although paid ads can garner you a certain amount of leads, it isn’t the only way to grow your client base.
If you’re an insurance agent looking to grow your sales, referral marketing can be a highly effective strategy. Because it capitalizes on word-…
Original Research
Nielsen
· Original study ↗
Methodology
Nielsen survey results as cited by ILIAA
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 84% share of respondents trusting family and friend recommendations. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-recommendations-trust
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<blockquote cite="https://lighthousedata.io/data/nielsen-recommendations-trust" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>84%</strong> -- share of respondents trusting family and friend recommendations for consumers<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/nielsen-recommendations-trust" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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