How we collected this data
The statistics in this guide come from surveys, market studies, and research by trusted organizations, including Impact.com, DemandSage, Firework, and Annex Cloud. Each data point reflects verified findings from consumer surveys, B2B research, and industry reports on referral marketing effectiveness.
18 Key referral marketing statistics in 2025
From a survey of 1,307 online shoppers, 86% of consumers say recommendations and reviews are important for purchase decisions, while only 2% consider traditional ads influential. [Impact.com]
92% of young millennials (ages 28–35) value referrals from someone they know. [Impact.com]
Over 80% of people aged 18–35 use a referral code at least occasionally when purchasing. [Impact.com]
Nearly a third of shoppers, 31%, are concerned that sharing referral links will annoy family and friends. [Impact.com]
50% of people rely on referrals before buying electronics, but only 24% have referred electronics through official programs. [Impact.com]
Social media referrals influence purchase decisions for 71% of consumers. [DemandSage]
44% of consumers participate in customer referral programs, often for incentives or rewards. [Impact.com]
65% of referrers prefer programs where both they and the referred friend receive a reward. [Impact.com]
Nearly half of participants in referral programs (44%) make 2–3 successful referrals. [Impact.com]
Over 54% of consumers want a flat-fee reward per referral, with cash and gift cards as the most preferred incentives. [Impact.com]
Reward values are typically around $10, but consumers expect $21–$40. [Impact.com]
60% of consumers say brand loyalty stays the same after a referral, while 39% say loyalty increases. [Impact.com]
A referred customer is 18% more loyal than one acquired through other channels. [Annex Cloud]
Referral marketing can reduce churn by 16%, especially when paired with great service. [Firework]
Referred customers spend 25% more on their initial purchase compared to non-referred customers. [Firework]
Customer acquisition costs drop by 13% when referral marketing is implemented effectively. [Firework]
Referred customers are 4X more likely to refer others to your brand. [Annex Cloud]
About 84% of B2B decision-makers start their buying journey with a referral. [DemandSage]
Conclusion
These referral marketing statistics highlight just how influential recommendations and referral programs have become. Consumers trust peers far more than ads, and the numbers show that referred customers spend more, stay longer, and bring in new buyers.
To put this data into action, build referral programs that reward both parties and make sharing as easy as possible. Consider segmenting rewards for different audiences—cash and gift cards for younger demographics, loyalty-based rewards for long-term customers, and tiered incentives for frequent referrers.
