Data: Word of Mouth Leads for Brand Discovery

Although word of mouth is the top way people discover new brands, regardless of age, digital channels also play a prominent role for younger consumers, according to a study conducted by MX8 Labs. For smaller, direct-to-consumer and challenger brands, this means prioritizing digital visibility while still building strong offline experiences that drive recommendations among older groups. A few specifics: 

• 48% of total respondents said they discover new brands via word of mouth recommendations, with that share jumping to 62% for people over 65. 
• Brick-and-mortar stores rank second, with 44% saying they’ve found new brands this way.
• While social media is used by 39% of all respondents to discover brands, it plays a more prominent role among younger consumers — 49% of those aged 18-24 and 55% of those 25-34 report using it. 
• Among 18-24-year-olds, online search (such as Amazon or Google) stands out as the primary method of brand discovery (53%), outpacing both social media and influencers.

For more insights, check out the full report from MX8 Labs on what attracts and deters consumers from trying smaller brands vs. more established/legacy ones.