There are more than 2.4 billion conversations about brands every day, according to our latest "Word of Mouth" study with Keller Fay. More than half of consumers involved in these conversations say they’re likely to make a purchase based on what they talk about. We wanted to know more about how media and the Internet play into all this conversation, so we took a look at what effect the Internet and search have on word of mouth. The study shows how media and marketing channels provided content before, during, and after consumer conversations by surveying 3,000 adults across 12 categories.
It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source. And when they’re online, users go to search sites more than any other. This is even more true after conversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity, including social media.
Check out this video or see here on Think Insights for more information on the full study!
Posted by Lisa Shieh, Inside AdWords crew
Editor's note(Wednesday, June 22, 2011, 2:45 pm): The post originally said that there are 2.4 million brand conversations happening every day. The correct number is in fact 2.4 billion, so the post has been updated to reflect this.