Keller Fay Group Measures Word of Mouth Conversation among Industry Giants – Apple, Facebook, Google and Amazon TORONTO, Ontario – December 15, 2015 –  Keller Fay Group, an Engagement Labs (TSXV:EL) company, and creator of TalkTrack®,  the leading measurement source of word of mouth (WOM) conversation, today released WOM data on the “four horsemen” of the digital economy: Apple, Facebook, Google and Amazon (collectively known as AFGA). The four horsemen are industry leaders among the tech sector and these brands have become fixtures in everyday lives. According to Keller Fay data, 18 percent of people talk about one of these four brands every day. However, the demographics of who is talking about these brands vary dramatically by age. “Our research finds that one-third of all teenagers and one-quarter of all

By Natalie Zmuda. Published on July 10, 2014 in AdAge at It’s not just that people aren’t drinking soda — they’re not talking about it either. According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple. Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013,

Tech talk needs to keep it real

Thursday, 26 May 2011 by

We know that consumers the world over – and we really do mean the whole world these days – love to talk about new technology and technology brands. Long gone are the days when tech talk was limited to enthusiasts waxing lyrical, plus nervous forays from more mainstream consumers making a big-ticket purchase. Many would regard the launch of the Apple Mac as the turning point – but we must remember that much of the word of mouth was stimulated by that commercial and other intensive marketing activity.  Now, it’s queues outside the stores, the world’s media are ready to spread the word for you, and of course ‘ordinary’ consumers are spreading it even further and faster. For sure, the generation gap has not disappeared altogether – Keller Fay data

We’ve already established how the most talked about technology brands use continuous innovation and heavy up-advertising to spark conversations with customers and between customers.  We’ve also shared the importance of marketing to Technology Catalysts&#153 (i.e., talkative influencers) when trying to capitalize on the word of mouth opportunity for tech brands. Let’s take a deeper dive into who Technology Catalysts&#153 are, where they talk, and how much influence they truly have in driving word of mouth conversations about tech brands. According to Keller Fay data, Technology Catalysts&#153 are mostly male and either young or middle-aged.  46% of Technology Catalysts&#153 are under the age of 30, and 30% of these influencers are between the ages of 40 and 59.  On average, they work in executive/professional jobs and are college educated. The typical

Where Conversation Catalysts™ go, brands are sure to follow.

Technology products ranging from electronics to computers to software contribute significantly to the US economy.  Sales of HDTVs, iPods, Tablets, Laptops, and Games not only contribute to the economy, they also make a significant contribution to everyday conversations Americans have. According to Keller Fay’s ongoing TrackTrack® study, 40% of Americans have at least one conversation every day with someone, either person-to-person or online, about the Technology product category.  The most talked about technology category is Computer Hardware products, which includes laptops, tablets, and other computer devices.  Consumer Electronics products, including smartphones, MP3 players, and e-book readers are the second most talked about technology category.  Gaming Consoles, Video Games, and Computer Software round out the top five most talked about technology product categories. To bring the technology product category to life,

The Talkative Nature of Teens

Monday, 11 October 2010 by

The 2010 back-to-school shopping season is behind us.  It’s interesting to note, according to a National Retail Federation study the typical American family spends $606.40 on clothing, school supplies, and electronics for their school-aged children.  In total, American families will spend over $21 billion in back-to-school shopping for their school-aged children in grades K-12. This shopping time is especially important for teen retailers such as Abercrombie & Fitch, Aeropostale, Forever21, and PacSun.  Retailers focused on the teen market can generate up to 25% of annual sales during the weeks leading up to the start of school. Thinking about the back-to-school shopping season serves as good context for us to learn more about the talkative nature of teens.  Keller Fay’s TalkTrack® study captures marketing-related and brand-specific conversations teens participate in via

Center for Media Research New research by BabyCenter and the Keller Fay Group, shows that today’s pregnant women and new moms engage in one-third more word of mouth conversations per day than the total public or women, and 60% of conversations among the studied group carry with them a recommendation to buy, try, or consider the brands under discussion. This group has an average of 109 word of mouth conversations per week about products, services and brands, most of which are positive and considered highly credible by other moms. The Word of Mouth Marketing Study, conducted among 1,721 pregnant women and new mothers in the first quarter of 2008, shows that positive brand sentiment outweighs negative by a 10:1 margin. Among the mom segment, retail and apparel is highly impactful,

Teen Marketing: Apple’s the Master

Thursday, 16 August 2007 by

BusinessWeek Like many of my Gen-X peers, my first encounter with Apple computers was at school. Apple dominated the educational market in the 1980s. But while there was no shortage of Mac geeks of all ages back then, Apple had yet to make a big impact on many teens’ lives outside the classroom. Then came the 2001 deput of the iPod and the dawn of the Gen-Y love affair with Apple. Since I began blogging about youth marketing in 2004, I have read a lot of studies that list teens’ favorite brands. Apple is invariable at the top of every brand list. In fact, a survey reported by Autoblog said teens put the iPhone higher than a car on the list of what they wanted most! “Unique Cultural Cachet” But

What Brands are Teens Talking About? iPod, American Eagle, Dr Pepper, Chevrolet and Nintendo Top the Teen List – None are Among First Five in General Public’s Brand-related Conversations Keller Fay Group Research Shows Teen WOM is Three Times More Likely to Occur Online, Although 6 in 10 Teen Conversations Occur Face-to-Face New Brunswick, NJ, August 9, 2007 – Here’s a dog-bites-man news flash: High school teens love to talk. What is news, however, is just how much more teens talk about brands than the rest of the American people (twice as many each week). And for the first time, research shows that the brands they talk about most positively are completely different than those receiving positive mentions in the general public’s conversations. In a word of mouth (WOM) survey