Word of mouth research: Global study shows WOM is most trusted source of information

Recommendations from fellow consumers remains the most trusted source of information when consumers decide which products and services to buy. That’s according to a 2007 Nielsen Global Survey, with nearly 80% of the 26,000 worldwide respondents citing “recommendations from consumers” as their most trusted form of information. Word of mouth was well ahead of the second most-preferred source — newspapers — which came in at 63%.

Other findings:

  • At 93%, Hong Kong led all markets on their reliance on WOM
  • 61% of respondents considered consumer generated media as reliable sources of information

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