Friday, June 24, 2011
There are more than 2.4 billion conversations about brands every day, according to our latest ‘Word of Mouth’ study with Keller Fay. More than half of consumers involved in these conversation say they’re likely to make a purchase based on what they talk about. We wanted to know more about how media and the Internet play into all this conversation so we took a look at what effect the Internet and search has on a word of mouth. The study shows how media and marketing channels provided content before, during and after consumer conversations by surveying 3,000 adults across 12 categories.
It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source. And, when they’re online, users go to search sites more than any other. This is even more true after conversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity including social media.
It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source. And, when they’re online, users go to search sites more than any other. This is even more true after conversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity including social media.
Check out this video or here on Think Insights for more information on the full study!
