Research: The power of Word of Mouth
A New research on Word of Mouth in US shows that Word of mouth is actually very relevant especially for some particular categories like fo...
https://ideasmarkit.blogspot.com/2009/05/research-power-of-word-of-mouth.html
A New research on Word of Mouth in US shows that Word of mouth is actually very relevant especially for some particular categories like food and dining , entertainment and shopping- Consumers talk about a lot of different categories with food and dining ranking number one.
- WOM is mostly positive. 65% of brand references by WOM are positively biased. Thus brands should not afraid to get involved. People who ask advice about stuff tend to ask what's good about something.
- WOM has impact.
- 57% believe what they have heard.
- 50% say they will pass on info
- 50% say are likely to purchase on the basis of what they have heard
- WOM is mostly face to face
- 76% of marketing related conversations take place in person and another 16% on the phone.
- Media can play a big role in driving WOM.
- 48% of brand conversations refer to marketing and media
- 15% led by TV
- 11% led by internet
- 10% print.
- 20% of all WOM include a reference to advertising.
- When it comes to conversation not all consumers are created equal:
- 10% of the US population are influencers
- But influencers account for 1/3 of all WOM
- Influencers are more actively engaged; they talk more than other people, creating 1bn WOM impressions, and have 80% more conversations than average and are more likely to have more brand conversations.
1 comment
To add on to the topic, one also has to consider what is the credibility of the person ('influencer') who has no first hand knowledge/info regarding any brand etc. as the data say that '50% say they will pass on info' What if the 'influencer' is actually the 'information passer'.
Moreover, the influencer could be a person knowledgeble at some aspects only. He could be a food enthusiast and can give great advice on the new food joints accross the town but would not know which brand's Golf Accessories are better. It would be foolish to take a golfing advice from him.
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