Research: 80% of Word of Mouth Happens Face to Face
Face to face conversation is still the strongest medium for word of mouth. That was the conclusion of a study conducted by NOP World and United Business Media on the source of word of mouth exchanges. 80% of consumers indicated they make recommendations mainly in face to face encounters, followed by 68% over the telephone and 37% via personal e-mail. Surprisingly, the numbers were even higher among those considered most influential: 90% for face to face and 53% for e-mail.
THE LESSON: Technology-based word of mouth gets all the good press, but the majority is still done in personal, face to face encounters.
