B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
92%
92% -- trust in recommendations vs advertising rate for Consumers (2025)
92% of consumers trust non-paid recommendations more than advertising.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2025
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
b12.io
Primary
Tier C
https://www.b12.io/resource-center/website-conversion/how-to-use-social-proof-on-your-website-to-sky… ↗
Source Article
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Have you ever visited a new city and searched for nearby coffee shops on Yelp? Ba…
Original Research
b12.io
· Original study ↗
Methodology
Unsourced statistic cited in B12 blog article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Consumers: 92% trust in recommendations vs advertising rate. Source: b12.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/trust-nonpaid-recommendations-over-ads
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<blockquote cite="https://lighthousedata.io/data/trust-nonpaid-recommendations-over-ads" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>92%</strong> -- trust in recommendations vs advertising rate for Consumers<br><small>Source: b12.io (2025) · <a href="https://lighthousedata.io/data/trust-nonpaid-recommendations-over-ads" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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