Though only 7 percent of brand word-of-mouth conversations happen online, many people point to the Internet as a significant WOM influencer, according to a study from Yahoo! and Keller Fay Group.
Thirty-eight percent of people have brand WOM conversations online and offline say they are influenced by the Internet, which is equivalent to approximately 74 million people, according to the company.
The Internet influenced nearly 15 percent of all consumer discussions about brands in January, according to the survey. This is up from 12 percent in the prior year. TV ads or shows influenced 16 percent of all such discussions.
Finance was one category influenced markedly more by the Internet (17 percent) than TV (8 percent).
The rapid growth of social sites like Facebook is partly to thank for the Internet’s growing influence on WOM conversations, along with the spread of mobile devices, which enable users to remain connected to the Internet at all times. Online users between 13 to 29 years of age are the main drivers of WOM conversation influenced by the Internet, followed by those between 30 to 39.
The two main drivers of Internet-influenced WOM conversations were company websites and online ads, while the fastest growing elements were social media, online reviews and non-company sites, according to the study.
Still, 76 percent of WOM conversations happen face-to-face, according to the survey, which dwarfs the 7 percent that happen online. Most of the remaining conversations happen on the phone.
WOM is also overwhelmingly positive, with 66 percent of it positive and only 8 percent negative.
The study also highlighted the importance of “Conversation Catalysts,” who are described as those who are active in online social networks, clubs, organizations and social groups. Though this group accounts for just 8 percent of the population, it makes up 19 percent of brand WOM. They are also 20 percent more likely to mention the Internet in brand WOM conversations.
A recent Performics study found that 53 percent of U.S. Twitter users who come in contact with a company/product on the microblogging site ended up recommending the company/product, while 52 percent talked about the company/product, 48 percent purchased the brand/company’s products and 46 percent linked to an ad for the company/product.
Also, 41 percent of U.S. Facebook users look at Facebook as a good way to get information about companies/products.
Sources:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130014
http://adage.com/digital/article?article_id=144385
http://www.emarketer.com/Article.aspx?R=1007750
http://www.performics.com/news-room/press-releases/Social-Networking-Study-Facebook-Use-Continues-to-Rise/1420
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