Americans make about 4.5 billion brand impressions a day just through conversation.
In fact, a mere 15% of the population makes 1.5 billion brand mentions to friends each day, according to new research on word-of-mouth marketing.
The study, conducted by research firm Keller Fay Group, is the first to estimate the daily volume of word of mouth in the U.S.
Keller Fay found that the biggest chatters, the 32 million outgoing consumers that the research firm calls “conversation catalysts,” average 184 conversations each week, about 50% more chats than the average consumer. Those 32 million, who comprise 15% of the population, account for one-third of all word-of-mouth brand comments.
“This report provides compelling new evidence about the disproportionate impact that a select group of consumer influencers have in word of mouth, and highlights the ways these consumers spread information and insight beyond a narrow area of singular expertise,” said Keller Fay CEO Ed Keller in a statement.
Not surprisingly, women are more inclined than men to share their opinions on brands.
Fifty-eight percent of women “catalysts” said they’re highly likely to pass on information they have heard by word-of-mouth, compared to 51% of the men in this category. Women also are more likely to find word-of-mouth recommendations credible, and to buy products based on recommendations.
The chattiest among us give advice in about 38% of their conversations, and get advice in about 25% of them. The remainder—around 37% of conversations—are an even swap on brand advice.
Most of those conversations (a good 72%) happen face-to-face, not online. But “catalysts” do use the Internet for research, and pass on that information to friends. (In person, of course.)
The hottest topics? Entertainment and media, with an average 16 brand mentions per week, followed by beverages, public affairs, food and dining, shopping and retail, travel, automotive, and technology—all averaging about 10 brand mentions per week from catalyst consumers.
The research was sponsored by IM MS&L, the “influencer marketing” arm of p.r. shop Manning Selvage & Lee, New York.
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