B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
92%
92% -- consumer trust in recommendations over advertising for consumers (2026)
92% of consumers believe suggestions from friends and family more than advertising according to a study by Nielsen researchers.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2026
Entity
Geography
Global
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://anna.money/blog/guides/10-tips-for-marketing-your-small-business-on-a-low/ ↗
Source Article
10 tips for marketing your small business on a low budget
Original Research
Nielsen
· Original study ↗
Methodology
Nielsen research study cited by the author; original methodology not described
Methodology documented
Segmentation
IndustryFinTech
Company SizeSMB
RegionGlobal
Channelcontent
Cite this stat
Plain Text
consumers: 92% consumer trust in recommendations over advertising. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-word-of-mouth-trust-92
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<blockquote cite="https://lighthousedata.io/data/nielsen-word-of-mouth-trust-92" 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 recommendations over advertising for consumers<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/nielsen-word-of-mouth-trust-92" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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