Write “10” not “ten”

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📝 Intro

You may have always wondered (I certainly have, many times) if it is better to write numbers as digits (e.g. “8”) or text (e.g. “eight”)?

For example, say you’re writing information on your product, which of the two is it better to use:

• 5 flavors inside

• Five flavors inside

Does it even make a difference?

Thanks to new scientific research now we know.

P.S.: Subtle differences in what exactly you write can have big consequences. For example, using “I” when speaking with customers (e.g. “I’m happy to help you”) leads to much higher satisfaction, and higher sales, than using “We”

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Use digits, not words to communicate numbers

Topics: Messaging & Copy
For: Both B2B and B2C
Research date: May 2024
Universities: University of Tennessee, University of Kentucky, Southern Methodist University, University of South Florida 

📈 Recommendation

When you use numbers in your copy (e.g. ads, website, packaging), write them as digits (e.g. 4, 10%) instead of words (e.g. four, ten percent). 

You will get better ad results and people will be more interested in buying.

This is especially useful if you’re a new or unfamiliar brand or if you’re worried people will be skeptical of the numbers you’re sharing.

🎓 Findings

• When people see numbers written as digits instead of words (e.g. 22 vs twenty-two), they are more likely to click on ads and want to purchase the product. They also find the number shared to be more precise and helpful.

• As part of 6 experiments, 2 online ad campaigns, and an analysis of more than 75 million Amazon reviews, researchers found that:

  • A Facebook ad campaign raising awareness about skin cancer had 93.1% higher CTRs when the ad used numbers (1 out of 5 Americans) versus words (One out of Five Americans)

  • People were 9.5% more likely to find reviews helpful when the review summary used digits (5 stars!) versus words (Five Stars!)

  • People were 28.7% more likely to purchase an energy bar from a company with a negative reputation when it was advertised as having 10 (vs. ten) grams of protein.

• The effect is strongest when the credibility of the source providing the information is low or when people are skeptical of the information being shared.

🧠 Why it works

• When we look at numbers, they feel more natural and appropriate when shown as digits (e.g. 5) compared to words (e.g. five).

• Because of this, digits give our minds a positive frame of reference to view and process numbers, leading to us responding better to them.

• The researchers call this the “Number format effect”.

• When we’re unsure how credible a source is, we rely even more heavily on familiar signals, like numbers being shown as digits, leading to a strengthening of the effect.

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✋ Limitations

• The research looked at small, simple numbers (e.g. 2, 6, 10). The effect may be different - or stronger - with larger or more complex numbers (e.g. 1482 vs. one thousand four hundred and eighty-two), where we normally expect to see digits.

• The experiments provided minimal information on each item being shown (e.g showing protein content, not any other nutritional facts). It’s unclear what role the number format would play in influencing people when multiple numbers are shown at the same time (e.g. sugar content, protein content).

🏢 Companies using this

• Using digits in reviews is less common than it should be. In the researcher’s analysis of over 75 million Amazon reviews, 27% used words (e.g. five stars) while only 4% used digits (e.g. 5 stars).

• Companies tend to correctly use digits rather than words. For example, digits are commonly used when explaining technical details of electronics, such as resolution (1024 pixels), camera specifications (12MP camera), or size (14-inch screen).

• Common places companies wrongly use words instead of digits include:

  • In promotions (e.g. “Buy Two for the Price of One” instead of “Buy 2 for the Price of 1”)

  • When showcasing quantity (e.g. “Twice the size” instead of “2x size”)

  • When highlighting social proof (e.g. “One in five customers love…” vs. “1 in 5 customers love…”

This restaurant uses words instead of digits for their Buy 1 Get 1 promotion.

⚡ Steps to implement

• When you’re writing numbers in your copy, write them as digits (e.g. 8) instead of words (e.g. eight).

• Use numbers as digits when:

  • Trying to grab attention quickly in your ads, banners, and call-to-action banners.

  • Writing product descriptions or specifications to make the information seem more credible and precise.

  • Showcasing reviews and ratings to make them seem more useful.

• If you want the numbers you’re sharing to seem more precise and reliable, or if you’re a new brand unfamiliar to your audience, digits are particularly important to build your credibility.

  • Other research also shows that your numbers will seem more credible if you focus on larger numbers with smaller units (e.g. 7-day free trial) instead of smaller numbers with larger units (e.g. 1 week).

  • Be careful with the numbers you use - if you’re claiming 100% of anything (e.g. made from 100% recycled material, 100% pure ingredients), make sure the claim actually provides meaningful information to your customers, or it’ll backfire.

🔍 Study type

Online experiments, field experiments (Facebook ad campaign with 26,518 impressions and 386 clicks), and market observation (analysis of 75.26 million Amazon reviews)

📖 Research

Are “10 Grams of Protein” Better than “Ten Grams of Protein”? How Digits versus Number Words Influence Consumer Judgments. Journal of Consumer Research (May 2024)

🏫 Researchers

• Marisabel Romero. University of Tennessee

• Adam W. Craig. University of Kentucky

• Milica Mormann. Southern Methodist University

• Anand Kumar. University of South Florida

Remember: This is a new scientific discovery. In the future, it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely.

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