Research: WOM Influences Digital Camera Purchases
Word of mouth is a key influencer for new parents when making the decision on which digital camera to purchase. According to a report from Madison Direct Marketing, 15% of consumers indicated a referral from a friend or word of mouth was a key influencer. Nearly the same amount (14%) said recommendation from a friend would continue to be a key influencer in the future.
The report went on to recommend that marketers increase "discussion of the emotional benefits of a camera purchase (e.g. 'It's easy to capture every precious memory')" and de-emphasize "technical wizardry."
Download the report:
http://www.madisondm.com/insights
