Advocate or Badvocate: 45% of Consumers Take Action
In a recent global study conducted by WOMMA member company Weber Shandwick, 45% of consumers were identified as advocates. A top 9% of advocates were dubbed "high-intensity advocates," identified based on their ability to more actively influence others and their quick speed-to-action time. High-intensity advocates are critical to reach, according to the research, because of their enthusiasm for action. This segment, Weber Shandwick says, is also more strongly influenced by media than non-advocates.
"Badvocates" -- advocates' negative counterparts -- are also extremely active and are quick to start the word of mouth wheels turning. According to the research, 76% of consumers classified as badvocates say they express their displeasure in a product or service within one week of experiencing dissatisfaction.
For the purposes of this Weber Shandwick survey, the term "advocate" included consumers who "take action to support or detract from issues, causes, companies, and products, such as making recommendations, sending a letter to a company or elected official, or organizing a protest or boycott."
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Where the survey becomes really interesting is when it goes into detail about the survey methodology.
Weber Shandwick surveyed 583 consumers, 21 years and older, in nine countries: Australia, China, Germany, Italy, Japan, Singapore, Spain, U.K. and U.S. Interviewing was conducted online by KRC Research between March 13 – 26, 2007. The margin of error is ±4.1 percentage points.
So they surveyed 583 people in nine countries and this constitutes a global survey??