»
According to Intelliseek’s 2005 Consumer-Generated Media (CGM) and Engagement Study (via MediaPost), Consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio or TV ads - a slightly higher level of influence and trust than found in the 2004 study.
But WOM can have a backlash: One-third of respondents said they’d be disappointed if a trusted contact did not carefully disclose a paid or incentive-based relationship, 26 percent said they would never trust the opinion of that friend again, and 30 percent said they would be less likely to buy a product/service.
“Active ad skippers,” consumers who regularly skip over or delete television or online ads, are 25 percent more likely to create and respond to CGM on Internet message boards, forums and blogs.
The study also found that nearly 30 percent of teens actively create CGM by sending photos via their cell phones, 45 percent have experimented with or created a blog, and nearly 10 percent subscribe to RSS feeds. Men are more likely to spend time on Internet message boards, forums, and discussions, while women expressed a higher tendency to forward items.
Health/medical, auto, electronics, video games and music categories have the greatest likelihood of being influenced by CGM.
Radio stations in the U.K. reacted with outrage when they learned of a report by researchers from the University of the West of England which accused them of promoting excessive drinking.
The study looked at 1,200 hours of radio output,…
General Motors posted sales of 308,817 vehicles in August. That’s a drop of 20 percent from August of last year - but 31 percent better than July.
In order to boost sales as much as possible during a time when…
A new digital out-of-home network to reach golfers is launching to 100 retail locations in the next two months. The network will be available in Dunham’s Sporting Goods, Golf Etc., Golf USA, Pro Golf, and ParMasters, among others.
Fox says that viewers’ attention to commercials is higher when fewer commercials are aired. The revelation comes as a result of testing the network has done for its freshman thriller, Fringe, which will premiere Sept. 9 with limited commercials and shorter…
Worldwide sales of mobile phones will reach 1.28 billion units in 2008 - up from 1.15 billion units in 2007 - an 11 percent increase from last year, according to Gartner, Inc - (via MarketingCharts).
While the mobile phone market is poised for…
Consumers in all income segments are cutting back spending, and doing so to a greater extent recently than at the beginning of the second quarter, according to a comScore study examining changes in consumer attitudes and perceptions about the U.S. economy…
