35

The average percent (35%) of purchasing decisions that are primarily influenced by word-of-mouth. Note, however, that studies on the influence of word-of-mouth vary from 20%- 50% depending on the type of purchase.

So what?

Regardless of the precise percentage, it is quite clear that word-of-mouth is a significant factor in forming opinions. We’d be wise to take this into account when creating a persuasive campaign.