Word-of-mouth is the single most used source of inspiration and information for new products and services among Swedish consumers, cited by 54% of respondents in Nepa’s Age of Influence study.
That places personal recommendations ahead of online search and customer reviews (40%), social media advertising (37%), brand and retailer websites (34%), television and radio advertising (29%), and newspapers and print (18%).
The implication for media planning is significant. Word-of-mouth is rarely given a budget line, yet it outreaches every paid channel in the study. This is not because paid media fails to work — it is because social recommendation is where many purchase decisions are validated, particularly after a consumer has been reached through a paid channel.
The pattern that emerges from the data is a two-step process: consumers encounter a product through a feed, an ad, or editorial content, then consult someone they trust before deciding. Paid media initiates the consideration. Personal recommendation closes it.
Brands that understand this do not treat word-of-mouth as a by-product of campaign activity. They design products, experiences, and service interactions with referability in mind — recognising that a recommendation from a trusted person carries more persuasive weight than equivalent paid exposure.
The data suggests that marketing effectiveness cannot be measured through paid channels alone. A brand’s organic recommendation rate is a legitimate efficiency indicator, and it is shaped by product quality, purchase experience, and post-purchase satisfaction as much as by advertising.
The Age of Influence is a consumer research study by Nepa. The Swedish sample comprises 1,372 respondents aged 16–74, surveyed between 27 June and 18 July 2025.
FAQ
What is the most effective product discovery channel for Swedish consumers?
According to Nepa’s Age of Influence study, friends, family and acquaintances are the most used source of product inspiration in Sweden, cited by 54% of consumers. This places personal recommendation ahead of online search and reviews (40%), social media advertising (37%) and television advertising (29%).
Does word of mouth outperform paid advertising for product discovery in Sweden?
Yes, based on Nepa’s Age of Influence study. Word of mouth — defined as recommendations from friends, family or acquaintances — is cited by 54% of Swedish consumers as a source of product inspiration, making it more commonly used than social media advertising (37%) and television and radio advertising (29%).
How important is social media advertising compared to personal recommendations in Sweden?
Social media advertising is cited by 37% of Swedish consumers as a source of product inspiration, compared to 54% for friends, family and acquaintances, according to Nepa’s Age of Influence study. Paid social reaches a significant share of consumers but is used less consistently than personal recommendation across the full population.
What role does search play in product discovery for Swedish consumers?
Online search and customer reviews are used by 40% of Swedish consumers as a source of product inspiration, making search and reviews the second most common discovery channel after personal recommendations (54%), according to Nepa’s Age of Influence study.
Should brands invest in word-of-mouth marketing in Sweden?
The data from Nepa’s Age of Influence study suggests that word of mouth functions as a primary channel in many Swedish purchase journeys. Because 54% of consumers rely on personal recommendations — more than any paid channel — brand experiences, product quality and post-purchase satisfaction all influence marketing effectiveness indirectly through their effect on referability.