What market research organisations say about WOMM?

On product recommendations, 90% trust their spouse and 65% trust their friends, however only 27% trust manufacturers, 14% trust advertisers and 8% trust celebrities (Yankleovich).

67% of all consumer decisions are primarily influenced by word of mouth (McKinsey) 

77% of word of mouth is face to face, 17% is by phone and 6% is online (Northeastern University)

90% of customers identify word of mouth as the best, most reliable and trustworthy source about ideas and information on products and services (NOP World). 

Only 3.4% of face to face WOM conversations are stimulated by a marketing organization’s promotional efforts 
(Journal of Services marketing).

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