A global survey found that 60% of consumers show a preference for purchasing products from brands they know, according to a Nielsen market survey of Internet users in 58 countries. This tendency means that marketers launching new brands must focus on positive word-of-mouth-marketing to convert new customers, said Nielsen Innovation Analytics Senior Vice President Rob Wengel. Reviews from family and friends are trusted by more than 3 of 4 consumers, while reviews online are trusted by 2 of 3 shoppers.

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