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19% of Teens' WOM Activity Happens Online

Teens talk about brands twice as much as their adult counterparts, according to recent research from WOMMA member company the Keller Fay Group. Of the 145 conversations per week teens have about brands, advertising and marketing comes up in over half (57%) of them, while adults only talk about advertising in 48% of their brand-related conversations. And while the number of teens' favorable brand mentions (50%) lags somewhat behind adults' (64%), the finding shows teens' conversations are surprisingly positive.

Other findings:

  • 19% of teens' word of mouth happens online, versus only 7% for adults.
  • 75% of teens talk about media and entertainment.
  • 68% talk about recreation and hobbies.
  • 67% talk about technology.
  • 65% talk about telecom.
  • 62% talk about food and dining.

Posted by WOMMA Editor on August 8, 2007 6:22 PM

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