Consumers Across Age Groups Ascribe Strong Purchase Influence to Word-of-Mouth

Deloitte-US-Consumers-Purchase-Decision-Influencers-Mar2016Source: Deloitte

    Notes: Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations, per respondents to a Deloitte survey. Looking at other sources of recommendations, recommendations from one’s social media circle (57%) tops online reviews from a stranger (52%) and endorsements from celebrities (30%) and online personalities (30%), according to the survey of consumers aged 14 and older.

    Notably, recommendations from social media circles top TV ads as a purchase influencer among Millennials aged 19-32, though TV ads appear to be more of an influence than social ads.

    The findings are interesting when compared to MarketingCharts’ own research, which has also found word-of-mouth to top TV ads as a purchase influencer. Among older adults, though, direct mail (not covered in the Deloitte report) has a stronger reported influence on purchases than TV ads. Meanwhile, the relatively high influence ascribed to video game advertising in the Deloitte survey is in contrast to MarketingCharts’ research, which found few respondents – even youth – having made a recent purchase due to ads in video games.

      Related: Advertising Channels With the Largest Purchase Influence on Consumers

        About the Data: The Deloitte survey was fielded online by an independent research from November 5, 2015 to November 19, 2015, among 2,205 US consumers. All data is weighted back to the most recent US census.