Consumers Who Search for Products Online Share Findings via WOM

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) - writes MarketingCharts.

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

“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 percent) of them hold a professional/managerial position at their place of work (vs. 25.5 percent).

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

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 percent) of all adults say word-of-mouth influences where they eat out; 42.6 percent say it influences electronic purchases; and 38 percent 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.