A majority of consumers with Internet access worldwide say they prefer to try new products from brands they already know, according to a Nielsen survey, making it difficult for new brands to break into a marketplace. More than three in four people, however, say they trust advice from friends and family for product information. "Generating positive word-of-mouth endorsements are important, because negative experiences can significantly diminish the likelihood of new product success," said Nielsen Innovation Analytics senior VP Rob Wengel.

Related Summaries