For more on Keller Fay and Google research: click here.

Word of mouth and the internet 1000heads Google dropped this blog post last week detailing a recent piece of US research they conducted with the KellerFay group to help understand the impact that the internet has had on offline word of mouth. To quote the big G themselves: Everyday in the US, there are currently 3.3 billion brand mentions. 2.4 billion conversations involve a brand each day which equates to approximately 1.4 impressions per conversation. While the majority of conversations that involve a mention of a brand (WOM conversations) occur offline, the internet is now the primary source of information stimulating such conversations and it is the leading source for consumers to find information during and after a WOM conversation. In more than 15% of WOM conversations, search engines are

There are 2.4 billion conversations that involve a brand per day. There are 3.3 billion mentions of brands in a day. That comes out to about 1.4 impressions per conversation. We wondered, what effect do the Internet and Internet enabled devices have on these conversations? What is the effect on Word of Mouth? Click here to read more about “Word of Mouth and the Internet.”

NEW YORK: Shoppers in the US mention brands over 3bn times a day, new figures show. Internet company Google and specialist consultancy Keller Fay polled 3,000 adults, and found a majority were “highly likely” to buy something after hearing positive feedback from a trusted source. On receiving favourable reports in this way, 28% of the sample displayed a strong level of purchase intent, and 26% had already bought the offering in question. The study estimated there are 2.4bn conversations involving brands each day, incorporating 3.3bn “mentions” of specific goods and services. A 94% proportion of all interactions still take place offline, with 82% happening face-to-face and 11% on the phone. By contrast, the internet – including social networks, forums and blogs – took just a 5% share on this metric.

With the meteoric rise of social networking, marketers can be forgiven for thinking that word of mouth equals social media. This is wrong on two counts. Firstly, the overwhelming majority of word of mouth still occurs offline, not online. This is not an indictment of social media, but rather a reflection of just how large the volume of face-to-face word of mouth is. Because offline WOM is harder to measure, it’s often discounted. But that’s a mistake. There are important planning and evaluation implications that stem from this, and we have discussed them previously. The second problem with thinking WOM equals social media is that the role of the internet in word of mouth extends far, far beyond social networking sites like Facebook, Twitter, and FourSquare. The things people see

Google searches provide information for about 145 million brand conversations daily. That’s according to a word-of-mouth study from the Keller Fay Group, which pegs the number of conversations about brands that take place in the U.S. at more than 2.4 billion daily. Of those, more than half of consumers who are chatting up goods and services say they are likely to make a purchase based on the conversation. The Google-sponsored study of 3,000 adults across 12 categories set out to determine the influence of the Internet and search, and how media and marketing channels provided content through the entire process. For me, more often than not, face-to-face conversations about a current event or brand are followed up with a keyword search on an engine via the iPhone I always have

Word of Mouth and the Internet

Monday, 20 June 2011 by

New research from Keller Fay and Google reveals new information on word of mouth and the Internet.  Click here to see the video.

It almost always surprises people when I show our research that finds 90%+ of word of mouth conversations about products, services, and brands takes place offline, while less than 10% of conversations happen online through blogs, chat rooms, and social media such as Facebook and Twitter.  How could that be, many ask, given the meteoric rise of social media sites?A new study from Yahoo! and Keller Fay Group released last week sheds new light on the role the internet plays in driving word of mouth. Consistent with past research from my firm, this new report continues to support the 90/10 (offline/online) finding we have seen and reported below.  It also finds in the course of an entire day, when taking into account the multiple word of mouth conversations the average

Internet Matches TV’s Influence Over Conversation, According to New Research Advertising Age Once, TV was the symbolic water-cooler that drove consumer conversations.  It still is.  But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group. Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion about brands still happen face-to-face, and are influenced far more by traditional media than what happens online. But that is changing.  The internet is growing as the channel that influences or prompts those conversations, however they occur.  The web influenced nearly 15% of consumer discussions about brands in January 2010, according to the

Network Hopes Results Will Help Sell Ads After the Games Advertising Age New York – NBC Universal likely won’t turn a profit off its broadcast of the Winter Olympics this year, but it hopes the research it performs on the event’s massive audience might generate additional ad revenue in the days and months after the last gold-medal hockey skate has left the ice. NBC intends to examine the data to see how the same person uses both TV and the web during the Olympics, as well as to track the kind of video people watch online.  The media giant, in the midst of parent General Electric’s transfer of majority ownership to Comcast Corp., intends to ratchet up its examinations of Olympics viewers’ media-consumption habits, building off a big test it

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