Word of mouth is a difficult resource for advertisers to tap into, but when utilised it can provide better conversion rates than many of the other, more measurable online advertising channels out there.

Zócalo Group, an agency with a keen interest in word of mouth marketing, has revealed some insights into the way consumers view the opinions of respected acquaintances in its 2013 Recommendations Study.

Recommendations and word of mouth endorsements from friends and family are the leading influences on the purchase behaviour for 92% of the consumers that took part in Zócalo’s study.

As for the how a consumer defines a definition, a good portion still think of it as something that occur offline, with 65% saying it is when someone they know expresses their love of a brand.

More of Zócalo’s findings are can be seen in the infographic below.