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WOM Consumers Spend More Online

Consumers motivated by word of mouth spend 9% more online than other consumers, according to new research from Forrester. Roughly 51% of WOM online consumers have made purchases in the past three months. The best way to motivate them is with campaigns that allow them to send offers for freebies to friends. Games, music downloads and competitions also work, the research found.

Other key findings include:

* WOM consumers earn 10% less than other online buyers.

* 67% of WOM online consumers call themselves technology
optimists vs. 57% for other online consumers.

* Only 28% of online WOM consumers have college degrees
compared with 37% of other online consumers.

Source: Forrester Research, "Selling To Word-Of-Mouth-Driven Consumers".

Read Forrester report excerpt

Posted by WOMMA Editor on November 9, 2005 11:50 AM

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