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Over 25 Million U.S. Adults Share Advice Online
In 2006, 23.7 million U.S. adult internet users were identified as opinion leaders, and in 2007 that number rose to 26.8 million, according to the June 2007 report, "Word-of-Mouth Marketing: Winning Friends and Influencing Customers," from WOMMA member company eMarketer. eMarketer predicts that by 2011 the number of U.S. adult influencers will rise to 34.4 million and will include 20% of all U.S. adults.
Other findings:
* A study from WOMMA member company BIGresearch found that 91% of U.S. adults regularly or occasionally seek advice about products or services.
* The same study showed that 94.1% of U.S. adults regularly or occasionally give advice about products or services to others.
* A study from WOMMA member company DoubleClick found 57.7% of U.S. adults rank recommendations from friends as the most worthwhile promotion they consider when purchasing a product.
Learn more (eMarketer)
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What I can't see in the Emarketer document is the percentage of people getting or giving advice at Q&A sites like yahoo answers. If I am not mistaken, Yahoo answers was the fastest growing property of yahoo....
We're definitely in an age where opinion matters over fact, but that's fine. Marketers just have to realize word of mouth is more important than ever, and trying to market through that method will be more effective rule. If done right, it can be a lot cheaper, too.