B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
81%
81% -- consumers saying trust is deciding factor in purchases for Global consumers (2025)
81% of consumers say trust is a deciding factor in their purchasing decisions, according to Edelman research.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
81%
Unit
Percentage
Data Vintage
2025
Entity
Geography
ZA
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
Edelman
Primary
Tier C
https://hooklinesinker.co.za/how-sa-brands-are-using-podcasts-to-grow-audiences/ ↗
Source Article
Influencer Marketing in South Africa That Drives Conversions | HLS
How South African Brands Are Using Podcasts to Grow Audiences and Own the Conversation
Podcasts are one of the fastest-growing content formats globally, yet in South Africa, they remain underutilised by brands. Globally, there are now over 460 million podcast listeners, a number expected to exceed 5…
Original Research
Edelman
· Original study ↗
Methodology
Cited from Edelman research (likely Edelman Trust Barometer)
Methodology documented
Segmentation
Industrymarketing
RegionZA
RoleAll marketers
Channelpodcast
Cite this stat
Plain Text
Global consumers: 81% consumers saying trust is deciding factor in purchases. Source: Edelman (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/trust-purchasing-decisions-81-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/trust-purchasing-decisions-81-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- consumers saying trust is deciding factor in purchases for Global consumers<br><small>Source: Edelman (2025) · <a href="https://lighthousedata.io/data/trust-purchasing-decisions-81-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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