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74% of U.S. Shoppers Turn to WOM for Advice

A staggering number of U.S. (74%) and U.K. (63%) shoppers claim they turn to friends, neighbors, and colleagues for advice on their purchases, according to a recent study by WOMMA member company Millward Brown. Shoppers in both countries claim that personal opinions are very convincing, ranking them higher than online sources.

Other findings:

* 34% of U.S. shoppers and 45% of U.K. shoppers claim to use online sources to make purchase decisions.

* 11% of U.S. shoppers and 10% of U.K. shoppers say they use informal sources of online information (chat rooms, blogs, message boards, etc.) when making purchase decisions.

Visit Millward Brown

Posted by WOMMA Editor on December 22, 2006 9:02 AM

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