A recent national (US) study conducted by NOP World reveals that face-to-face (f2f) remains the strongest medium for spreading word-of-mouth (WOM) – in fact 80% of people make in-person recommendations (press release here via WOMMA)
Following f2f is telephone with 68%. Personal email comes in at 37%. Amongst the “Influentials” – those 1 in 10 Americans that tell the other 9 how to vote and where to eat, the number is even higher – 90% of recommendations are done f2f.
Perhaps most interesting in the study is what triggers influentials to make recommendations. After all, and from a marketer’s perspective, that is the target group which needs to be “ignited”. At the top of the list are magazines with 61%. The web comes in at 45% and email at 26%.
…very interesting…Those are consumer numbers. I wonder what those numbers look like in specific verticals.