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Consumer-Generated Media: Influencing Over Half of Us

More than 50% of respondents to Compete Inc.'s recent Spark! study, titled "Embracing Consumer Buzz Creates Measurement Challenges for Marketers," indicate that they use CGM to make or narrow their decisions, while 23% say they use CGM to confirm a decision and 15% claim to use it to determine their top choice. According to Compete, consumers are relying heavily on messages from other consumers to influence their buying decisions.

Other findings:

* 71% of car and travel consumers are influenced by CGM.

* Just 35% of those same consumers say they are influenced by brands.

* Auto buyers (35%) prefer customer ratings and reviews over company websites (32%) and car dealers (32%).

* Two-thirds of travelers prefer consumer reviews.

* Approximately $2 billion in travel spending is influenced by CGM.

Learn more (Compete)
Learn more (BizReport)
Learn more (ClickZ)

Posted by WOMMA Editor on January 26, 2007 9:03 AM

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