As reported in this post from Church of the Customer Blog, BIGresearch conducted a study of close to 16,000 people regarding consumers use of online research to determine which products to buy. The results of the study, as shown below, indicate that adults who actively research online, are more likely to pass on the information that they have found.
|Active Online Researcher||All adults|
|Regularly gives advice||47.0%||29.4%|
|Occasionally gives advice||49.8%||63.4%|
|Never gives advice||3.2%||7.2%|
Source: BIGresearch, SIMM 11 (December 2007) The study also reported findings that a majority of individuals, 72.7%, communicated their findings face-to-face. Still many others, 63.2%, passed on information via e-mail, where as 11.8% talked using online communities, and 6.8% used blogging as a medium. These findings indicate that while forums, such as blogging and online communities are starting to become more and more relevant, especially in terms of research about products, a majority of individuals still see an importance in discussing product reviews in person. Brad Fay, study co-author of a Keller Fay study, which concurred with BIGresearch that 75% of individuals communicate product reviews face-to-face stated: “Apparently, the value of eye contact, voice and perhaps even non-verbal communication provides a boost to credibility and the likelihood that we’ll do something about what we’ve learned.”