Word-of-Mouth Marketing Statistics for 2026: Adoption, Impact, Trust, and ROI

In 2026, word-of-mouth marketing remains a dominant force in consumer and B2B decision-making. Buyers increasingly prioritize peer recommendations over paid ads, with global spending driven by word-of-mouth reaching trillions annually, reflecting shifts toward authentic, organic influence amid rising ad skepticism.

This article compiles over 60 word-of-mouth marketing statistics from primary research and industry reports published in the last two years. Data is organized into thematic sections for quick reference, focusing on verifiable numeric findings relevant to current strategies.

Scope and Methodology

• Includes only publicly available word-of-mouth marketing statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.

Key Word-of-Mouth Marketing Statistics for 2026

91% of B2B buyers trust word-of-mouth recommendations, based on a 2024 study by WiserReview.
88% of consumers globally trust customer recommendations, based on a 2025 study by WiserReview.
Nearly 13% of all consumer sales are driven by word-of-mouth marketing, based on a 2025 study by Invesp via WiserReview.
Word-of-mouth generates almost five times more sales than paid advertisements, based on a 2025 study by Shopify.
36% of US internet users identified word-of-mouth as their leading source of brand discovery, based on a 2023 survey by Statista.
92% of people trust word-of-mouth referrals more than any other form of advertising, based on a 2025 study by Tremendous.
63% of businesses report word-of-mouth marketing has grown their customer base, based on a 2025 study by BigCommerce.
ROI on every dollar spent through word-of-mouth marketing is $6.50, based on a 2025 study by WiserReview.
95% of consumers check online reviews before making purchase decisions, based on a 2025 study by WiserReview.
Word-of-mouth drives almost $6 trillion in annual global spending, based on a 2025 study by WiserReview.
72% of consumers get news from friends and family about products and companies, based on a 2024 study by Pew Research Center via Trustmary.
83% of Americans have made a word-of-mouth recommendation, based on a 2024 study by Talk Triggers via Trustmary.

Adoption and Usage Statistics

78% of social media users talk about the brands they follow, based on a 2025 study by WiserReview.
32% of consumers come across new products due to customer referrals, based on a 2025 study by WiserReview.
28% of consumers prefer to learn about new brands, products, and services through word-of-mouth, based on a 2025 study by WiserReview.
72% of consumers are willing to share a positive experience, based on a 2025 study by WiserReview.
55% of Americans make recommendations at least monthly, based on a 2024 study by Talk Triggers via Trustmary.
30% of Americans make recommendations at least weekly, based on a 2024 study by Talk Triggers via Trustmary.
82% of marketers are using word-of-mouth marketing to increase brand awareness, based on a 2024 study by Invesp via Trustmary.
59.9% of businesses plan to increase their budget for influencer marketing in 2025, based on a 2025 study by WiserReview.
64% of marketers believe word-of-mouth is the most effective form of marketing for any business, based on a 2024 study by Invesp via Trustmary.
Businesses endorsing referral programs see a 19% increase in customer retention rates, based on a 2025 study by WiserReview.
50% of consumers are more likely to participate in a referral program if offered an incentive or social recognition, based on a 2024 study by Software Advice via Trustmary.

Audience and Behavioral Statistics

User-generated content made 73% of online shoppers feel more confident in a product, based on a 2025 study by WiserReview.
Millennials are 115% more influenced by word-of-mouth than traditional advertising, based on a 2024 study by Talk Triggers via WiserReview and Trustmary.
41% of Americans value word-of-mouth recommendations from friends and family more than social media recommendations, based on a 2024 study by Talk Triggers via Trustmary.
66% of Americans trust an anonymous online review more than a recommendation from an ex-boyfriend or ex-girlfriend, based on a 2024 study by Talk Triggers via Trustmary.
Millennials ranked word-of-mouth as the most powerful influencer in purchase decisions for clothing, packaged goods, financial products, and high-ticket products, based on a 2024 study by Marketing Charts via Trustmary.
Baby boomers ranked word-of-mouth as most influential in purchase decisions for financial products and high-ticket products, based on a 2024 study by Marketing Charts via Trustmary.
28% of consumers say word-of-mouth is the most important factor in strengthening brand affinity, based on a 2024 study by Invesp via Trustmary.
According to HubSpot, consumers discuss specific brands 90 times every week, based on a 2025 study by WiserReview.
Happy customers tell an average of six or more people about their positive experience with a brand, based on a 2025 study by Shopify.
71% of people are more likely to purchase when referred by social media, based on a 2024 study by HubSpot via Trustmary.

Trust, Influence, and Perception Statistics

88% of people around the world trust recommendations from friends and family more than any other form of marketing, based on a 2025 study by WiserReview.
Only 4% of consumers trust brand-sponsored content, based on a 2025 study by WiserReview.
85% of website visitors find user-generated content more influential than brand-created content like videos and photos, based on a 2024 study by AdWeek via Trustmary.
49% of consumers rely on recommendations from influencers, based on a 2024 study via Trustmary.
WOMM influences 99% of all B2B purchases, based on a 2024 study by Adage via Trustmary.
Brands emotionally connected with their audience receive 3x more word-of-mouth than less connected brands, based on a 2024 study by Invesp via Trustmary.
Word-of-mouth recommendations are 37% more useful in retaining consumers, based on a 2025 study by WiserReview.
66% of WOM marketing happens through offline word-of-mouth, based on a 2025 study by WiserReview.

Channel Performance Statistics

When planning a wedding, word-of-mouth is 331% more likely to be relied upon compared to advertising, based on a 2024 study by Talk Triggers via Trustmary.
Offline word-of-mouth increases sales by 20%, based on a 2024 study by Impact via Trustmary.
36% of US internet users cited word-of-mouth as leading source of brand discovery over social media ads (32%) and mobile app ads (21%), based on a 2023 survey by Statista.

Conversion and Acquisition Statistics

Word-of-mouth leads convert at higher rates and purchase more frequently than paid channel customers, based on a 2025 study by Shopify.
Customer lifetime value for word-of-mouth acquired customers is 16% higher than other channels, based on a 2025 study by Shopify.
A 10% increase in word-of-mouth can increase sales by 1.5%, based on a 2024 study by MarketShare via Trustmary.
Word-of-mouth impression results in 5x more sales than a paid impression, based on a 2024 study by Invesp via Trustmary.

Revenue and Business Impact Statistics

Word-of-mouth results in 200% more spending than other forms, based on a 2025 study by WiserReview.
Word-of-mouth leads to almost 5 times more sales than paid advertisements, based on a 2025 study by WiserReview.
43% of businesses expect word-of-mouth marketing strategies to increase direct sales, based on a 2025 study by WiserReview.
Word-of-mouth marketing improves marketing effectiveness by 54%, based on a 2024 study by MarketShare via Trustmary.

Customer Value and Retention Statistics

Word-of-mouth recommendations are 37% more useful in retaining consumers, based on a 2025 study by WiserReview.
Customers acquired through word-of-mouth demonstrate stronger brand loyalty and better retention rates, based on a 2025 study by Shopify.

B2B vs B2C Statistics

91% of B2B buyers trust word-of-mouth recommendations, based on a 2025 study by WiserReview.
WOMM influences 99% of all B2B purchases, based on a 2024 study by Adage via Trustmary.

Regional or Geographic Statistics

36% of US internet users said word-of-mouth was their leading source of brand discovery, based on a 2023 survey by Statista.
83% of Americans have made a word-of-mouth recommendation, based on a 2024 study by Talk Triggers via Trustmary.

References

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