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23% of Consumers Turn to WOM to Research Purchases

While 25% of consumers claim the internet as their primary stop for pre-purchase information, 23% of consumers still look to friends, family, and co-workers as their first source of information when researching a potential purchase, according to a survey conducted by market research firm Campaigners for the consumer electronics publication TWICE (This Week in Consumer Electronics). Folks that turn to word of mouth for their technology information do so because their family, friends, and co-workers are "trustworthy, reliable, honest, easy to understand, and have first-hand knowledge," according to the survey.

Other findings:

* 11% of consumers turn to magazine reviews as their primary information source.

* 10% of consumers speak to someone who already owns the product they're researching.

Learn more

Posted by WOMMA Editor on May 25, 2007 9:01 AM

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