Fri 20th Oct

New research reveals what motivates UK consumers to refer brands to friends and family, which sectors and brands are most referable, and which qualities a brand should possess to be referred.

According to the survey results from Mention Me, UK consumers value the opinion of a friend or family member most with 41% of those questioned put off referring a brand if they’d been told not to shop there, compared to only 36% put off by negative press or social media coverage. Of those questioned people would trust a friend (50%) slightly more than a partner or spouse (46%), and only marginally fewer people (21%) would trust an online review from the public than their parents at (23%).

Key findings that highlight increasing disillusionment with influencer marketing and social media:

Getting the right deal is still very important for UK shoppers with 53% of those questioned selecting a percentage or money off future orders as the most attractive offer. This compares to only 11% choosing free delivery, 10% choosing a free gift and a sobering 1.9% a charitable donation. We are also a selfish nation when it comes to referral with 59% of those questioned choosing money off for themselves for making a referral compared to only 16% choosing money off for their friend or family on purchase.

Key findings for which qualities people would like a brand to have in order to refer them:

Overall with both sexes the most referable sectors for referral relate to experiences: Food & drink (65%), holiday & travel (57%), leisure / entertainment (42%). Technology (48%) and Financial services (43%) also rate highly  There are some marked differences with 40% of women very likely to refer fashion and beauty, compared to only 9% of men likely to refer a men’s fashion brand, and one fifth of the men interviewed were very likely to refer a tech brand compared to only one tenth of women.

The top five brands that those questioned have or would consider referring are:

“This research reveals that brands need to really focus on understanding what drives and inspires their customers to want to share and refer experiences – and that it’s not all just about offering the biggest discount”, comments Andy Cockburn, CEO of Mention Me.

Other key findings:

Mention Me partnered with One Poll for this survey, who questioned 2,000 UK consumers. The survey was completed 15th September 2017.

About Mention Me: provides retailers with a referral platform which enables them to turn word-of-mouth into a marketing channel. They work in partnership with retailers to ensure best practice and testing result in world class referral programmes.

Press Contact : Christina Aylmer-Pearse                                         

Phone Number: 0787 980 7787