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91% of College Students Say WOM Most Important

Word of mouth has become the most dominant form of advertising to which today's college students pay attention. That's the key finding in a survey of American college students conducted by WOMMA member Alloy Marketing + Media and Harris Interactive.

According to the study, 91% of today's college students pay the most attention to WOM-based ads while 70% say word of mouth has the largest influence on their purchasing decisions. 48% reported that product sampling was the most influential technique when making purchasing decisions.

Source: Alloy Media + Marketing & Harris Interactive, "360 Youth College Explorer Study".

Read the press release

Posted by WOMMA Editor on August 25, 2005 11:58 AM

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