Word-of-Mouth Recommendation

•  77% of younger consumers (including Millennials and Gen Z) make a product/service recommendation at least once a month, according to the 2018 Chatter Matters Word of Mouth study as reported by PR Daily.
•  23% of surveyed Millennial consumers praise a product or service based on hearsay.
• Only 13% of Baby Boomers make a similar recommendation.
• According to Convince and Convert, 48% of Gen Z has made a second-person or hearsay word-of-mouth recommendation.
•  41% of Millennials has made a similar recommendation, while 48% of Gen Z has made a recommendation based on hearsay.
• Millennials are aged 24 to 39 years old while Gen Z are aged 15 to 24 years old as of 2020.
• SmartCompany reports that women are 49% more likely than men to discuss a novel product.

Trust in Word-of-Mouth

•  21% of Gen Z females go through 9 or more reviews before buying an item for the first time.
• According to a Harris Poll, 84% of millennial women trust word-of-mouth when shopping for a product.
• Girl Power Marketing also reported that 70% of Millennial women seek in-person word-of-mouth recommendations from their family, friends, and social media circles.

•  75% of Millennial women say they also try products based on a word-of-mouth recommendation.