Product Type: Market Research Report
Published by: eMarketer
Published: June 2007
Product Code: R203-495Description More and more, consumers are relying on advice from friends, family and even strangers to make purchase decisions, select physicians, choose travel destinations and pick politicians to vote for. Already, 64 million US adults regularly share advice on products or services, and over 25 million of them wield their influence online.
The Word-of-Mouth Marketing report explores the not-so-new but increasingly important phenomenon of consumer recommendations—and warnings.
Today, consumers have more ways to wield their influence and opinion than ever before, but word-of-mouth is a double-edged sword for marketers.
Unfortunately, the more companies try to control or direct word-of-mouth, the greater their risk of failure.
Key questions the Word-of-Mouth Marketing report answers:
- What role does word-of-mouth play in consumers' decision-making process?
- Who are the "influencers" and why are their numbers growing?
- In what contexts does word-of-mouth happen?
- How are marketers using and measuring online and offline word-of-mouth?
- And many others…
eMarketer Reports—On-Target and Up-to-Date
The Word-of-Mouth Marketing report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
Table of Contents - Executive Summary
- US Adult Internet Users Who Are Word-of-Mouth Influencers*, 2006-2011 (millions and % of total adult Internet users)
- Issues & Questions
- The eMarketer View
- Key eMarketer Numbers: Word-of-Mouth Marketing
- Importance of Select Marketing Channels to Communicating the Brand of US Marketers, 2006 (ranked order)
- Consumers Trust Consumer Feedback
- US Adults Who Seek Advice from Others about Products or Services, November-December 2006 (% of respondents)
- US Adults Who Give Advice to Others about Products or Services, November-December 2006 (% of respondents)
- Sources of Information that US Adults Have Read, Watched or Listened to in the Past Month*, September 2006 (% of respondents)
- Primary Means by which US Consumers Find Out about New Products, January 2007 (% of respondents)
- Most Trustworthy Source for Purchase Ideas and Information according to Consumers in the US and Worldwide, 2006 (% of respondents)
- Sources that Influence US Adult Internet Users to Purchase a Product or Service, by Gender, July 2006 (% of respondents)
- US Frequent Online Social Network Users Who Trust Their Peers' Opinions vs. Trust Advertising When Making a Major Purchase Decision, 2007 (% of respondents)
- Opinions* of US Adult Internet Users Regarding Select Types of Promotions, July 2006 (% of respondents)
- Average Number of Brand Mentions* per Week according to US Consumers, by Category, June-July 2006
- Word-of-Mouth* as the First Choice of Information among US Adults, by Purchase Category, September 2006 (% of respondents)
- Sources of Information about Companies or Products Used by US Adult Internet Users, by Industry, January 2007 (% of respondents)
- Main Source of Information about Select Healthcare Decisions Used by US Adult Internet Users, January 2007 (% of respondents)
- The Internet Pumps Up the Volume
- Types of Web Sites Used by US Adult Internet Users for Whom the Internet Is the Main Source of Information about Select Healthcare Decisions, January 2007 (% of respondents)
- Customer Reviews
- Attitude of Online Shoppers toward Retail Web Sites with Customer Reviews, February 2007 (% of respondents)
- Blogs
- US Adult Internet Users Who Read Blogs, February 2004-January 2006 (% of respondents)
- Reasons that US Internet Users Choose to Read Blogs, November-December 2006 (% of respondents)
- Types of Information that US Internet Users Look for on Blogs, November-December 2006 (% of respondents)
- Online Social Networks
- Actions Taken As a Result of Visiting Friends' Social Network Pages according to Internet Users in Select Countries in Western Europe, 2007 (% of respondents)
- Number of People Directly Impacted by Select MySpace Social Network Campaigns per $100,000 Spent vs. TV Campaigns, February-March 2007
- Viral Video
- Methods by which US Online Video Viewers Search and Locate Online Videos, April-May 2007 (% of respondents)
- Online vs. Offline
- Methods Used by US Consumers to Talk about Brands, June-August 2006 (% of conversations)
- Primary Method Used by US Adults* to Spread Word-of-Mouth, by Age, October 2006-April 2007 (% of respondents)
- Average Number of People that US Adults* Reach Using Word-of-Mouth, by Type of Interaction, October 2006-April 2007
- People with Whom Word-of-Mouth Agents in North America Talked about a Product during Their Last Campaign, May-June 2006 (% of respondents)
- Media Used by US Adults for Information about Electronics Purchases, September 2006 (% of respondents)
- Main Source of Information about Select Financial Decisions Used by US Adult Internet Users, January 2007 (% of respondents)
- Word Travels Fast among Young Internet Users
- Percent of Time Spent Online at User-Generated Sites vs. Company-Generated Sites according to US Internet Users, by Age, February-March 2007
- Sources of Information US Adults Have Read, Watched or Listened to in the Past Month*, by Age, September 2006 (% of respondents)
- Select Weekly Online Activities* of US Internet Users, by Age, February-March 2007 (% of respondents in each group)
- Most Valuable Sources of Information about Products and Brands according to US Heavy* Internet Users, April 2006 (% of respondents)
- Ways that US Consumers Ages 13-34 Share Product and Service vs. Personal Information, 2006 (% of respondents)
- Behaviors of US Consumers Ages 13-34 toward Brands, 2006 (% of respondents)
- Marketers Seek the Army of Influencers
- US Teens Who Have a Blog, by Age and Gender, February & March 2007 (% of respondents in each group)
- US Adults Who Regularly Give Advice about Products or Services, 2006-2011 (millions and % of total adults)
- US Adult Internet Users Who Are Word-of-Mouth Influencers*, 2006-2011 (millions and % of total adult Internet users)
- Influencer Activities
- Demographic Profile of US Conversation Catalysts*, June-August 2006 (% of respondents and % of total population)
- Attitudes about Products according to US Brand Advocates* vs. Non-Advocates, January-July 2006 (% of respondents in each group)
- US Conversation Catalysts* Who Would Pass Along Information They Heard in Word-of-Mouth Exchanges, by Gender, June-August 2006 (% of respondents)
- Weekly Online Media Activities of US Brand Advocates* vs. Non-Advocates, January-July 2006 (% of respondents in each group)
- Reasons that US Brand Advocates* and Non-Advocates Give Opinions Online about Products and Purchases, January-July 2006 (% of respondents in each group)
- US Conversation Catalysts* Who Are Likely to Purchase Products Recommended to Them, by Gender, June-August 2006 (% of respondents)
- Influencer Attitudes
- Sources of Information* that US Adult Influencers** and Adults Have Read, Watched or Listened to in the Past Month, September 2006 (% of respondents)
- Industry Categories that US Conversation Catalysts* Follow Closely, June-August 2006 (% of respondents)
- Behavior of US Influencers* and Non-Influencers toward Advertising, July 2006 (% of respondents who agree strongly or moderately)
- Attitude of US Influencers* and Non-Influencers toward Advertising, July 2006 (% of respondents who agree strongly or moderately)
- Teen and Young Adult Influencers
- A Different Take
- Mean Number of People that US Internet Users Stay in Contact with per Month, by Relationship, October 2006-January 2007
- Mean Number of People that US Internet Users Stay in Contact with per Month, by Method, October 2006-January 2007
- Percent of Marketing Budget Spent on Select Media according to US Marketers, 2006
- The Viral Effect
- Goals of US Viral Marketers with Viral Campaigns, 2006 (% of respondents)
- Goals of Viral Marketing according to US Marketers*, April 2007 (% of respondents)
- Tactics that Can Jumpstart a Viral Marketing Campaign according to US Marketers*, April 2007 (% of respondents)
- Viral Marketing Tactics with "Great Results" according to US Marketers*, April 2007 (% of respondents)
- Marketing Tactics
- Approach that US Advertisers Are Taking toward Media Planning for 2007 (% of respondents)
- Online/Mobile Marketing Tactics that US Marketers Spent the Most Money on in 2006 (% of respondents)
- Online/Mobile Marketing Tactics Used by US Marketers, February-March 2007 (% of respondents)
- US Interactive Marketers Who Use* Blog Advertising, 2006 & 2007 (% of respondents)
- Top Emerging Advertising Tactic on which US Online Marketers* Would Spend $100,000 to Experiment, December 2006-January 2007 (% of respondents)
- Planned Interactive Ad Focus this Year according to US Advertising Buyers*, by Type, March 2007 (% of respondents)
- Social Media* Applications that Communications Professionals Worldwide Use or Plan to Use in the Next Year, 2007 (% of respondents)
- Marketing Automation Solutions Planned for Next Year according to Chief Marketing Officers Worldwide, by Business Size*, Q4 2006 (% of respondents)
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