Word-Of-Mouth: Real vs. Virtual
Despite the buzz surrounding online word-of-mouth initiatives, particularly on blogs, it appears that recommendations from close family and friends are far more influential than those found on the Internet, according to Mintel.
According to its “Word of Mouth and Viral Marketing – US – April 2009” report, Mintel notes that 34 percent of respondents who made a purchase of a product or service based off of a recommendation relied on a friend/relative, while 25 percent relied on a husband/wife/partner.
Only 5 percent relied on a recommendation from a blogger, while 5 percent relied on a referral from a chat room.
“It’s interesting to find that as much time as we spend online, we still prefer a personal recommendation from someone we know and trust,” said Chris Haack, senior analyst at Mintel. “Young adults are somewhat more likely to turn to the Internet for advice and referrals, but even they listen to their peers first.”
Price was the biggest factor that drives consumers to recommend a product or service, with 64 percent of respondents stating so. Quality was second with a 55 percent voice of support, followed by convenience with 33 percent.
The emphasis on price is not surprising, given the economic environment, according to a statement released by Mintel.
Asian and Hispanic respondents were more likely to recommend a product seen in an advertisement.
Asians and Hispanics are also more likely to be influenced by bloggers in their purchase decisions for products or services, with 14 percent of Asian respondents and 10 percent of Hispanic respondents saying so.
Still, this does not mean that online conversations about products and services are meaningless. Online reviews are still key for shoppers, especially when it comes to selecting an online retailer.
A survey from 1&1 Internet, conducted by MaCorr Research, shows that 89 percent of shoppers avoid small online retailers with bad customer reviews online.
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