'Conversation Catalysts' Trigger Most Brand Chatter: Highlights from WOMMA's Exclusive Research
The majority of the population converses about brands an average of 79 times per week, says a recent report from WOMMA member companies The Keller Fay Group and IM MS&L. According to the report, 15% of the population consists of "Conversation Catalysts," who talk about 149 brands per week on average. On the whole, these Catalysts have more conversational stamina than the rest of the population, participating in 184 conversations per week versus 114. While Conversation Catalysts mention more brands than others, the consumer categories they emphasize are consistent with that of the rest of the population. For example, both Catalysts (16 mentions) and average consumers (3 mentions) talk most often about entertainment and media brands.
Research findings:
* 37% of Catalysts are Baby Boomers aged 40 to 59.
* Catalysts' conversations are divided between those in which the Catalyst gives the most advice (38%), those in which someone else does (25%), and those in which advice is shared in both directions (37%).
* Catalysts rely heavily on online resources for the information that they pass along to their conversational partners.
Learn more (Business Wire)
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Learn more (NY Times)
