Where WOM starts – and how it’s passed on

Guy Kawasaki links to a survey examining where most Word Of Mouth starts. Techies seem shocked it’s not from blogging. ,-)

As far as where it all starts – check out this table lifted from the linked article:

Conversation Catalysts

Recommendations are triggered from a variety of factors, as Americans are inspired by different forms of marketing and media. Consumers said the following contributed to a recommendation made in the past year:

 

General Consumers

The Influential Americans®

Magazine

54%

61%

In Store

53%

58%

Television

53%

55%

Newspaper

47%

53%

Coupon, Discount

44%

49%

Radio

37%

44%

Web

35%

45%

Free Sample

31%

39%

E-mail

18%

26%

Seems most of the old channels are still in the lead. I wonder what this will look like in 5 years.
The other take-away is that most Word of Mouth is passed in person, followed by the telephone.

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