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
