Research: Survey Finds WOM Most Influential
Word of mouth is the most influential form of media in making a purchase decision. That's the key finding in the Simultaneous Media Usage Survey recently conducted by BIGresearch. The study signals a marked shift in approach as marketers look more toward consumer behavior and less on gross audience estimates.
According to the report, the top 10 most influential media across all ages were:
1. Word of Mouth
2. TV
3. Coupons
4. Newspaper Inserts
5. Read Article
6. Direct Mail
7. Magazines
8. In-store Promotion
9. Cable TV
10. Internet Advertising
