Word of Mouth and the Internet
We are pleased to share our new study from the US market which looks into the effect of the internet on conversations involving a mention of a brand. The study illustrates how important online channels, particularly search, are to inspiring and informing these conversations.
Everyday in the US, there are currently 3.3 billion brand mentions. 2.4 billion conversations involve a brand each day which equates to approximately 1.4 impressions per conversation.
While the majority of conversations that involve a mention of a brand (WOM conversations) occur offline, the internet is now the primary source of information stimulating such conversations and it is the leading source for consumers to find information during and after a WOM conversation.
In more than 15% of WOM conversations, search engines are used to find additional information. Search websites have also been shown to be the number one place that consumers visit in order to take further action.
Please watch our short video to find out more.
The full study is also available for download here.