Word of mouth research: Word of mouth is the #1 driver of purchase decisions

More than 55% of web users said word of mouth “influences me very strongly” in an October 2008 poll by Rubicon Consulting. Personal advice from friends and online comments by users were the top two drivers when making purchase decisions, beating out other influencers such as news articles, editor reviews, information from the company and sales representatives.

Other findings:

  • Over 75% of web users read online discussions
  • More than 65% submit comments
  • Nearly 60% post online reviews

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