Consumers Who Search for Products Online Share Findings via WOM

June 30, 2008

This article is included in these additional categories:

Household Income | Paid Search | Retail & E-Commerce | Social Media

Consumers who regularly do their homework online before buying products in a store are a wealth of information and like to share their findings via word-of-mouth, according to an analysis of BIGresearch’s most recent Simultaneous Media Survey (SIMM 11, Dec. 07).

Almost half (47%) give advice on a regular basis to others about products and services they’ve purchased, compared with 29.4% of all adults:

bigresearch-online-searchers-word-of-mouth-about-products-purchased.jpg

“Consumers who research products online appear to be more knowledgeable and eager to share information,” said Gary Drenik, president of BIGresearch. “Because they are likely to tell a friend about their experience, they become a building block for viral marketing efforts.”

Online researchers are a valuable target audience:

  • They tend to be younger than all adults with an average age of 43.2 (vs. 44.8 for all adults).
  • They report a higher average household income of $65,500 (vs. $56,811).
  • A higher percentage (32.2%) of them hold a professional/managerial position at their place of work (vs. 25.5%).

Online researchers are also planning to buy big-ticket items at a higher rate than all adults, according to the research.

bigresearch-online-searchers-big-ticket-purchases-planned.jpg

Moreover, since they want to make educated purchase decisions and also share search results with others, they become not only a potential customer but an influencer of others to purchase.

Almost half (49%) of all adults say word-of-mouth influences where they eat out; 42.6% say it influences electronic purchases; and 38% say groceries, making word-of-mouth a viable media option to consider.

About the data: BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. The SIMM monitors more than 15,000 consumers twice each year; the Dec. SIMM surveyed?15,727 participants. BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of more than 7,500 consumers monthly.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This