Updated November 2026
Two recent surveys link memorable brand experiences to higher purchase likelihood: Spiro (2025, over 2,000 US consumers) and Set Creative (over 1,000 US and UK consumers). Widely repeated figures such as 85% could not be traced to a primary report.
Recent survey results on brand experiences
- According to Spiro's 2025 Experiential Marketing Impact Report (over 2,000 US consumers at tech and consumer goods live events), attendees who rated the experience memorable, valuable and trustworthy were nearly three times more likely to buy than those with neutral impressions.
- According to a Set Creative survey (nationally representative, over 1,000 US and UK consumers), 73% of people who had taken part in a brand experience were more likely to buy that brand.
Sources
- Spiro, 2025 Experiential Marketing Impact Report
- Conference News, 73% of consumers trust brands more after experiencing them live
What we do not publish
The figures '85% more likely to buy' and '74% more likely to buy' appear in many roundups attributed to EventTrack, but we could not find the original report behind them. The one EventTrack study we could trace dates from 2013. Survey results measure stated intention, not actual purchases.
What this means for a brand that wants to be seen
Live presence is where a brand can create a memorable moment. A custom mascot at a trade show, a store opening or a parade is a simple way to be present in person.
Frequently asked questions
Do brand experiences make people more likely to buy?
Two recent surveys say so: Spiro (2025) found attendees with a memorable experience nearly three times more likely to buy, and Set Creative found 73% more likely to buy. Both measure stated intention.
Why do you not quote the 85% figure?
Because we could not trace it to a primary report. The EventTrack study we could trace dates from 2013.