63% of customers are more willing to buy from familiar brands
Here's a stat that'll make you rethink how you're doing business.
What this actually means for you
The real story here
Nielsen's Global Trust in Advertising research consistently shows that 63% of customers are more willing to buy from familiar brands. This finding is based on Nielsen's extensive global consumer research involving over 30,000 respondents across multiple countries. The research methodology includes comprehensive surveys examining consumer preferences and trust factors in purchasing decisions, providing authoritative insights into brand familiarity's impact on consumer behavior.
This isn't just one stat—it's part of a bigger picture
That 63% we just talked about? It's not alone. Other smart people have been digging into this too, and guess what they found...
Here's another piece of the puzzle: OnBuy's brand recognition study demonstrates that 71% of consumers said it was important that they recognize a brand before making a purchase. This research involved comprehensive consumer surveys examining brand recognition's role in purchasing decisions. The study provides credible evidence of brand familiarity's critical importance in consumer decision-making processes across various product categories and price points.
Want more proof? Check this out: The 2019 Edelman Trust Barometer Special Report, based on surveys of 16,000 consumers across eight countries including the United States, United Kingdom, India, and Japan, established that 81% of consumers require trust in a brand before they will consider making a purchase. This finding represents one of the most significant insights into modern consumer behavior, demonstrating that trust has become a fundamental prerequisite rather than a nice-to-have attribute in the purchasing decision process. The research methodology involved online and mobile surveys conducted across diverse demographic groups, with the exact finding stated as "81% say that their trust in a brand is a deal breaker or deciding factor in making a purchasing decision."
Here's the big picture: All these stats are telling the same story from different angles. Put them together and you've got a roadmap for what actually works (and what doesn't).
What this means for your brand
Why you should care
Ignore this at your own risk. Smart brands use insights like this to get ahead (and stay there).
Get this right and you're golden. Get it wrong and... well, let's not go there. The good news? Now you know what to focus on.
Make a choice
Get on board or get left behind
Act on this and watch good things happen: more engagement, better conversions, customers who actually stick around. Ignore it? Your competitors won't.
Making it happen
Knowing is half the battle. The other half? Actually doing something about it. Smart brands turn insights like this into action plans that work.
Fair warning: this isn't a one-person job. You'll need your whole team on board—from the folks designing your stuff to the ones talking to customers.
Here's how we can help
We've got the tools and know-how to turn this stat into your competitive advantage. (Yes, really.)
Brand Strategy
Figure out what makes you different and why people should care. (Spoiler: You're more interesting than you think.)
- Finding your sweet spot
- Getting to know your people
- Checking out the competition
- Saying it right
Brand Architecture
Organize your brand family so it actually makes sense. (No more family dysfunction.)
- Family tree that works
- Sub-brand harmony
- Smart growth plans
- Portfolio that purrs
Ready to put this insight to work?
Let's chat about how to use what you just learned to make your brand impossible to ignore.
Let's talk