{
  "title": "Word of Mouth Marketing Statistics 2026: Trust, Reviews and AI",
  "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/",
  "updated": "2026-11-10",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/word-of-mouth-marketing-statistics/)",
  "statistics": [
    {
      "id": "wom-bl-trust-parity",
      "sentence": "49% of US consumers trust online reviews as much as personal recommendations from friends and family in 2026, according to BrightLocal.",
      "value": 49,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-trust-parity"
    },
    {
      "id": "wom-calc-trust-change-2020",
      "sentence": "US trust in online reviews as much as personal recommendations fell 30 percentage points between 2020 and 2026, calculated by StatisticsGlobal from BrightLocal data.",
      "value": -30,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "49% (2026, LCRS 2026) - 79% (2020, as reported in LCRS 2025) = -30 percentage points.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-trust-change-2020"
    },
    {
      "id": "wom-bl-read-reviews",
      "sentence": "97% of US consumers read online reviews for local businesses in 2026, according to BrightLocal.",
      "value": 97,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-read-reviews"
    },
    {
      "id": "wom-bl-ai-recs",
      "sentence": "45% of US consumers used ChatGPT or other generative AI tools for local business recommendations in 2026, up from 6% in 2025, according to BrightLocal.",
      "value": 45,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-ai-recs"
    },
    {
      "id": "wom-nielsen-friends-2015",
      "sentence": "83% of global respondents completely or somewhat trusted recommendations from friends and family in 2015, according to Nielsen.",
      "value": 83,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2015",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Global Trust in Advertising 2015",
      "source_url": "https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "source_published": "September 2015, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261024223457/https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "sample": "Nielsen Global Trust in Advertising online survey, 2015. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-friends-2015"
    },
    {
      "id": "wom-bl-always-read",
      "sentence": "41% of US consumers always read reviews when browsing for local businesses in 2026, up from 29% a year earlier, according to BrightLocal.",
      "value": 41,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-always-read"
    },
    {
      "id": "wom-calc-always-change",
      "sentence": "The share of US consumers who always read local reviews rose 12 percentage points in 2026, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 12,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "41% (2026) - 29% (2025) = +12 percentage points. Both figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-always-change"
    },
    {
      "id": "wom-bl-positive",
      "sentence": "85% of US consumers are more likely to use a business after reading positive reviews in 2026, according to BrightLocal.",
      "value": 85,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-positive"
    },
    {
      "id": "wom-bl-negative",
      "sentence": "77% of US consumers say negative reviews make them less likely to use a business in 2026, according to BrightLocal.",
      "value": 77,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-negative"
    },
    {
      "id": "wom-calc-pos-neg-gap",
      "sentence": "Positive reviews sway 8 percentage points more US consumers than negative reviews deter in 2026, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 8,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "85% more likely to use after positive reviews - 77% less likely after negative reviews = 8 percentage points.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-pos-neg-gap"
    },
    {
      "id": "wom-bl-purchase",
      "sentence": "93% of US consumers have made a purchase after reading reviews, according to BrightLocal survey data published in 2026.",
      "value": 93,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-purchase"
    },
    {
      "id": "wom-bl-under-20",
      "sentence": "47% of US consumers won't use a business with fewer than 20 reviews in 2026, according to BrightLocal.",
      "value": 47,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-under-20"
    },
    {
      "id": "wom-nielsen-online-2015",
      "sentence": "66% of global respondents trusted consumer opinions posted online in 2015, according to Nielsen.",
      "value": 66,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2015",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Global Trust in Advertising 2015",
      "source_url": "https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "source_published": "September 2015, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261024223457/https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "sample": "Nielsen Global Trust in Advertising online survey, 2015. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-online-2015"
    },
    {
      "id": "wom-nielsen-branded-2015",
      "sentence": "70% of global respondents completely or somewhat trusted branded websites in 2015, according to Nielsen.",
      "value": 70,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2015",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Global Trust in Advertising 2015",
      "source_url": "https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "source_published": "September 2015, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261024223457/https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "sample": "Nielsen Global Trust in Advertising online survey, 2015. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-branded-2015"
    },
    {
      "id": "wom-calc-nielsen-gap-2015",
      "sentence": "Trust in friends' recommendations was 17 percentage points higher than trust in online consumer opinions worldwide in 2015, calculated by StatisticsGlobal from Nielsen data.",
      "value": 17,
      "unit": "pts",
      "place": "Worldwide",
      "data_year": "2015",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "Global Trust in Advertising 2015",
      "source_url": "https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/",
      "source_published": "September 2015, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Nielsen Global Trust in Advertising online survey, 2015. Sample size not stated on the source page.",
      "method": "83% trust recommendations from friends and family - 66% trust consumer opinions posted online = 17 percentage points.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-nielsen-gap-2015"
    },
    {
      "id": "wom-nielsen-repeat",
      "sentence": "85% of consumer purchases in over 80 categories involved a brand the buyer had tried before, according to Nielsen research published in 2022.",
      "value": 85,
      "unit": "%",
      "place": "United States",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Build trust to build trial: Trustworthy channels can help",
      "source_url": "https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "source_published": "February 2022, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260907090605/https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "sample": "Nielsen Commspoint Journey data and the Nielsen US Trust in Advertising survey. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-repeat"
    },
    {
      "id": "wom-bl-trust-2025",
      "sentence": "42% of US consumers trusted online reviews as much as personal recommendations from friends and family in 2025, according to BrightLocal.",
      "value": 42,
      "unit": "%",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2025",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey-2025/",
      "source_published": "29 January 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261030015329/https://www.brightlocal.com/research/local-consumer-review-survey-2025/",
      "sample": "Representative panel of 1,026 US adult consumers via SurveyMonkey, published January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-trust-2025"
    },
    {
      "id": "wom-bl-trust-2023",
      "sentence": "46% of US consumers felt online business reviews were as trustworthy as personal recommendations from friends or family in BrightLocal's 2023 survey, according to BrightLocal.",
      "value": 46,
      "unit": "%",
      "place": "United States",
      "data_year": "2023",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2023",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey-2023/",
      "source_published": "2023, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261023061952/https://www.brightlocal.com/research/local-consumer-review-survey-2023/",
      "sample": "BrightLocal online survey of US consumers via SurveyMonkey, 2023 edition.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-trust-2023"
    },
    {
      "id": "wom-bl-trust-2020",
      "sentence": "79% of US consumers trusted online reviews as much as personal recommendations in 2020, according to BrightLocal.",
      "value": 79,
      "unit": "%",
      "place": "United States",
      "data_year": "2020",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2025",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey-2025/",
      "source_published": "29 January 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261030015329/https://www.brightlocal.com/research/local-consumer-review-survey-2025/",
      "sample": "Representative panel of 1,026 US adult consumers via SurveyMonkey, published January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-trust-2020"
    },
    {
      "id": "wom-calc-trust-yoy",
      "sentence": "US trust in online reviews as much as personal recommendations rose 7 percentage points in 2026, from 42% to 49%, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 7,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "49% (LCRS 2026) - 42% (LCRS 2025) = +7 percentage points.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-trust-yoy"
    },
    {
      "id": "wom-nielsen-triers-recs",
      "sentence": "30% of US new brand triers used recommendations in their purchase journey, according to Nielsen research published in 2022.",
      "value": 30,
      "unit": "%",
      "place": "United States",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Build trust to build trial: Trustworthy channels can help",
      "source_url": "https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "source_published": "February 2022, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260907090605/https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "sample": "Nielsen Commspoint Journey data and the Nielsen US Trust in Advertising survey. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-triers-recs"
    },
    {
      "id": "wom-nielsen-triers-reviews",
      "sentence": "18% of US new brand triers recalled using reviews in their purchase journey, according to Nielsen research published in 2022.",
      "value": 18,
      "unit": "%",
      "place": "United States",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Build trust to build trial: Trustworthy channels can help",
      "source_url": "https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "source_published": "February 2022, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260907090605/https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "sample": "Nielsen Commspoint Journey data and the Nielsen US Trust in Advertising survey. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-triers-reviews"
    },
    {
      "id": "wom-nielsen-triers-ads",
      "sentence": "45% of US new brand triers found advertising useful or influential, according to Nielsen research published in 2022.",
      "value": 45,
      "unit": "%",
      "place": "United States",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Build trust to build trial: Trustworthy channels can help",
      "source_url": "https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "source_published": "February 2022, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260907090605/https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "sample": "Nielsen Commspoint Journey data and the Nielsen US Trust in Advertising survey. Sample size not stated on the source page.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-nielsen-triers-ads"
    },
    {
      "id": "wom-calc-nielsen-recs-vs-reviews",
      "sentence": "US new brand triers were 1.7 times as likely to use recommendations as reviews, calculated by StatisticsGlobal from Nielsen data published in 2022.",
      "value": 1.7,
      "unit": "x",
      "place": "United States",
      "data_year": "2022",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "Build trust to build trial: Trustworthy channels can help",
      "source_url": "https://www.nielsen.com/insights/2022/build-trust-to-build-trial-trustworthy-channels-can-help/",
      "source_published": "February 2022, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Nielsen Commspoint Journey data and the Nielsen US Trust in Advertising survey. Sample size not stated on the source page.",
      "method": "30% used recommendations / 18% used reviews = 1.67, rounded to 1.7.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-nielsen-recs-vs-reviews"
    },
    {
      "id": "wom-bv-real-reviews",
      "sentence": "52% of shoppers in six countries cited real customer reviews as the biggest factor in final purchase decisions in 2025, according to Bazaarvoice.",
      "value": 52,
      "unit": "%",
      "place": "US, UK, DE, FR, AU, CA",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Shopper Preference Report 2025 (press release)",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "source_published": "12 March 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260214111007/https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "sample": "Over 8,000 consumers in the US, UK, Germany, France, Australia and Canada, surveyed by Savanta for Bazaarvoice in January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-real-reviews"
    },
    {
      "id": "wom-bv-social-discovery",
      "sentence": "32% of shoppers in six countries said social media introduced them to new products in 2025, according to Bazaarvoice.",
      "value": 32,
      "unit": "%",
      "place": "US, UK, DE, FR, AU, CA",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Shopper Preference Report 2025 (press release)",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "source_published": "12 March 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260214111007/https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "sample": "Over 8,000 consumers in the US, UK, Germany, France, Australia and Canada, surveyed by Savanta for Bazaarvoice in January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-social-discovery"
    },
    {
      "id": "wom-bv-creator-distrust",
      "sentence": "52% of shoppers in six countries distrusted creator content that felt overly promotional in 2025, according to Bazaarvoice.",
      "value": 52,
      "unit": "%",
      "place": "US, UK, DE, FR, AU, CA",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Shopper Preference Report 2025 (press release)",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "source_published": "12 March 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260214111007/https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "sample": "Over 8,000 consumers in the US, UK, Germany, France, Australia and Canada, surveyed by Savanta for Bazaarvoice in January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-creator-distrust"
    },
    {
      "id": "wom-bv-overly-positive",
      "sentence": "44% of shoppers in six countries were wary of overly positive, generic reviews in 2025, according to Bazaarvoice.",
      "value": 44,
      "unit": "%",
      "place": "US, UK, DE, FR, AU, CA",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Shopper Preference Report 2025 (press release)",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "source_published": "12 March 2025, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20260214111007/https://www.bazaarvoice.com/press/bazaarvoice-shopper-preference-report-88-of-shoppers-shift-spending-habits-with-focus-on-value-and-trust-driven-consumption/",
      "sample": "Over 8,000 consumers in the US, UK, Germany, France, Australia and Canada, surveyed by Savanta for Bazaarvoice in January 2025.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-overly-positive"
    },
    {
      "id": "wom-bl-asked",
      "sentence": "78% of US consumers were asked to write a business review in the previous 12 months, according to BrightLocal survey data published in 2026.",
      "value": 78,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-asked"
    },
    {
      "id": "wom-bl-wrote-after-ask",
      "sentence": "65% of US consumers wrote a review after being asked by a business, according to BrightLocal survey data published in 2026.",
      "value": 65,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-wrote-after-ask"
    },
    {
      "id": "wom-calc-ask-conversion",
      "sentence": "83% of US consumers asked for a review in the previous 12 months went on to write one, calculated by StatisticsGlobal from BrightLocal data published in 2026.",
      "value": 83,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "65% wrote after being asked / 78% were asked = 0.833 = 83%. Matches the 83% BrightLocal states in the LCRS 2026 text.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-ask-conversion"
    },
    {
      "id": "wom-bl-wrote-review",
      "sentence": "69% of US consumers wrote a business review in the previous 12 months, according to BrightLocal survey data published in 2026.",
      "value": 69,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-wrote-review"
    },
    {
      "id": "wom-calc-ai-multiple",
      "sentence": "US use of generative AI for local business recommendations was 7.5 times higher in 2026 than in 2025, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 7.5,
      "unit": "x",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "45% (2026) / 6% (2025) = 7.5. Both figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-ai-multiple"
    },
    {
      "id": "wom-bl-google",
      "sentence": "71% of US consumers used Google for local business reviews in 2026, down from 83% in 2025, according to BrightLocal.",
      "value": 71,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-google"
    },
    {
      "id": "wom-calc-google-change",
      "sentence": "Google lost 12 percentage points as a local review source for US consumers in 2026, calculated by StatisticsGlobal from BrightLocal data.",
      "value": -12,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "71% (2026) - 83% (2025) = -12 percentage points. Both figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-google-change"
    },
    {
      "id": "wom-calc-ai-vs-google",
      "sentence": "Generative AI tools reached 63% of Google's reach as a US local review source in 2026, up from 7% in 2025, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 63,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "2026: 45% / 71% = 0.634 = 63%. 2025: 6% / 83% = 0.072 = 7%. All figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-ai-vs-google"
    },
    {
      "id": "wom-bl-apple-maps",
      "sentence": "27% of US consumers used Apple Maps for local business reviews in 2026, up from 14% in 2025, according to BrightLocal.",
      "value": 27,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-apple-maps"
    },
    {
      "id": "wom-calc-apple-maps-change",
      "sentence": "Apple Maps use as a US local review source grew 1.9 times in 2026, from 14% to 27%, calculated by StatisticsGlobal from BrightLocal data.",
      "value": 1.9,
      "unit": "x",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "27% (2026) / 14% (2025) = 1.93, rounded to 1.9. Both figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-apple-maps-change"
    },
    {
      "id": "wom-bl-local-news",
      "sentence": "29% of US consumers used local news sites for local business reviews in 2026, down from 48% in 2025, according to BrightLocal.",
      "value": 29,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-local-news"
    },
    {
      "id": "wom-calc-local-news-change",
      "sentence": "Local news sites lost 19 percentage points as a US local review source in 2026, calculated by StatisticsGlobal from BrightLocal data.",
      "value": -19,
      "unit": "pts",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "29% (2026) - 48% (2025) = -19 percentage points. Both figures from LCRS 2026.",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-calc-local-news-change"
    },
    {
      "id": "wom-bl-review-sites",
      "sentence": "US consumers used an average of six review sites when choosing local businesses in 2026, according to BrightLocal.",
      "value": 6,
      "unit": "sites",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-review-sites"
    },
    {
      "id": "wom-bl-trust-ai",
      "sentence": "42% of US consumers trust AI platforms as much as traditional reviews for local business recommendations in 2026, according to BrightLocal.",
      "value": 42,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "BrightLocal",
      "source_title": "Local Consumer Review Survey 2026",
      "source_url": "https://www.brightlocal.com/research/local-consumer-review-survey/",
      "source_published": "11 February 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261110051008/https://www.brightlocal.com/research/local-consumer-review-survey/",
      "sample": "Representative panel of 1,002 US adult consumers via SurveyMonkey, published February 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bl-trust-ai"
    },
    {
      "id": "wom-bv-ai-writers",
      "sentence": "23% of product review writers used AI at least sometimes to help write reviews in 2026, according to Bazaarvoice.",
      "value": 23,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Bazaarvoice research finds consumers are using AI to help edit reviews, not ghostwrite",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "source_published": "19 March 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261015185716/https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "sample": "Bazaarvoice baseline survey of 1,300+ participants aged 18+, with a follow-up deep-dive survey, published March 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-ai-writers"
    },
    {
      "id": "wom-bv-ai-not-authentic",
      "sentence": "64% of consumers said reviews written with AI are not authentic in 2026, according to Bazaarvoice.",
      "value": 64,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Bazaarvoice research finds consumers are using AI to help edit reviews, not ghostwrite",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "source_published": "19 March 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261015185716/https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "sample": "Bazaarvoice baseline survey of 1,300+ participants aged 18+, with a follow-up deep-dive survey, published March 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-ai-not-authentic"
    },
    {
      "id": "wom-bv-ai-spot",
      "sentence": "16% of consumers were very confident they could tell an AI-written review from a human one in 2026, according to Bazaarvoice.",
      "value": 16,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "Bazaarvoice",
      "source_title": "Bazaarvoice research finds consumers are using AI to help edit reviews, not ghostwrite",
      "source_url": "https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "source_published": "19 March 2026, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261015185716/https://www.bazaarvoice.com/press/bazaarvoice-research-finds-consumers-are-using-ai-to-help-edit-reviews-not-ghostwrite/",
      "sample": "Bazaarvoice baseline survey of 1,300+ participants aged 18+, with a follow-up deep-dive survey, published March 2026.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-bv-ai-spot"
    },
    {
      "id": "wom-uk-fake-share",
      "sentence": "Between 11% and 15% of reviews in three common product categories on UK e-commerce platforms were fake in 2023, according to the Department for Business and Trade.",
      "value": "11-15",
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2023",
      "source_type": "Official",
      "publisher": "Department for Business and Trade",
      "source_title": "Fake online reviews research: executive summary (Alma Economics for DBT)",
      "source_url": "https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "source_published": "April 2023, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261014013125/https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "sample": "Machine learning model applied to 2.1 million product reviews on 9 popular UK e-commerce platforms, plus an online shopping experiment with 4,900 UK participants. Research by Alma Economics for DBT.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-uk-fake-share"
    },
    {
      "id": "wom-uk-subtle-fakes",
      "sentence": "UK shoppers were 3.1% more likely to buy a product with well-written fake reviews in a 2023 experiment, according to the Department for Business and Trade.",
      "value": 3.1,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2023",
      "source_type": "Official",
      "publisher": "Department for Business and Trade",
      "source_title": "Fake online reviews research: executive summary (Alma Economics for DBT)",
      "source_url": "https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "source_published": "April 2023, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261014013125/https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "sample": "Machine learning model applied to 2.1 million product reviews on 9 popular UK e-commerce platforms, plus an online shopping experiment with 4,900 UK participants. Research by Alma Economics for DBT.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-uk-subtle-fakes"
    },
    {
      "id": "wom-uk-subtle-fakes-80",
      "sentence": "UK shoppers were 9.2% more likely to buy a product priced over £80 with well-written fake reviews in a 2023 experiment, according to the Department for Business and Trade.",
      "value": 9.2,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2023",
      "source_type": "Official",
      "publisher": "Department for Business and Trade",
      "source_title": "Fake online reviews research: executive summary (Alma Economics for DBT)",
      "source_url": "https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "source_published": "April 2023, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261014013125/https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "sample": "Machine learning model applied to 2.1 million product reviews on 9 popular UK e-commerce platforms, plus an online shopping experiment with 4,900 UK participants. Research by Alma Economics for DBT.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-uk-subtle-fakes-80"
    },
    {
      "id": "wom-uk-fake-harm",
      "sentence": "Fake review text on products caused an estimated £50 million to £312 million of annual harm to UK consumers in 2023, according to the Department for Business and Trade.",
      "value": "50-312",
      "unit": "£ million",
      "place": "United Kingdom",
      "data_year": "2023",
      "source_type": "Official",
      "publisher": "Department for Business and Trade",
      "source_title": "Fake online reviews research: executive summary (Alma Economics for DBT)",
      "source_url": "https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "source_published": "April 2023, accessed 10 November 2026",
      "archive_url": "https://web.archive.org/web/20261014013125/https://www.gov.uk/government/publications/investigating-the-prevalence-and-impact-of-fake-reviews/fake-online-reviews-research-executive-summary",
      "sample": "Machine learning model applied to 2.1 million product reviews on 9 popular UK e-commerce platforms, plus an online shopping experiment with 4,900 UK participants. Research by Alma Economics for DBT.",
      "method": "",
      "verified_on": "2026-11-10",
      "url": "https://statisticsglobal.org/word-of-mouth-marketing-statistics/#stat-wom-uk-fake-harm"
    }
  ]
}