I've just managed to wade through some of my list of "I better read that one day" material, one US-based study Universal McCann produced "Next Thing Now" and had some interesting word of mouth takeaways.
Among heavy internet users (at least accessed the internet twice a day and frequently above 4 times):
Which Technologies Have You Used:
Instant Messenger 60%
Price Comparison Websites 37%
Social Networking Sites 19%
PtoP File Sharing 12%
RSS Feeds 12%
Podcasting 9%
VOIP 11%
Internet TV 5%
Internet TV (22%), Podcasting (16%) and VOIP (17%) were the biggest predicted future uses.
Participation in Blogging Activity
Manage/write their own blog 7%
Write entries for a blog that is not my own 3%
I visit blogs and leave comments on message boards 16%
I visit blogs but only read entries 28%
I've heard of blogs but haven's visited one to my knowledge 39%
I never heard of blogs, weblogs or blogging 6%
- Scarily looks like a pretty symmetrical version of Roger's Diffusion of Innovation's Curve
Content Creators/Bloggers Opinions (Development vs. Average Heavy Internet user)
I am easily swayed by other people's views 133
I have a good opinion about a company if they have a blog 132
I like to meet new people on the Internet 127
I like to be the first to know about new products/brands 114
The Internet is the most important media source I have in my home 113
My friends often come to me for advice before buying new things 111
- Some very brand-friendly influential traits among this group
What are the most trustworthy sources of information for products and brands you buy:
#1 - Recommendations from friends, family and colleagues 40%
#2 - Emails from friends 31%
#3 - Price comparison websites 25%
#4 - Recommendations from professionals 20%
#5 - News websites 16%
#6 - Newspapers 14%
#7 - Company websites 13%
#8 - Recommendations in newspapers and magazines 12%
#9 - Magazines 11%
#10 - TV Ads 10%
#11 - Online Chat Rooms/Message Boards 10%
#12 - Recommendations on websites 9%
#13 - Sponsorship of events/sports events 9%
#14 - Recommendations in a TV program 8%
#15 - Radio advertising 7%
#16 - Cinema advertising 7%
#17 - Emails from companies 7%
#18 - Outdoor ads 7%
#19 - Recommendations from radio personalities/DJs 7%
#20 - Blogs/weblogs 7%
#21 - Product placement in TV/films 7%
#22 - Ads on trains and buses 7%
#23 - Celebrity recommendations 6%
Cumulatively, peer-based recommendations make up 71% of the total. Plus ca change, plus c'est la meme chose - we trust people we know and respect. Now, it would be interesting to post a companion chart on where marketers spend their money ...and we wonder why customers don't believe us!
Note: although I believe the findings are not time-bound, the study was conducted back in April'06, so I'm sure some of the metrics have changed slightly as technology and the Internet run on a different calendar than everybody else.
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