For consumers in the market for an electronics or automotive purchase, the most influential media isn't TV or the newspaper, according to a recent survey. It is old-fashioned (but newly popular) word of mouth. BIGresearch found that 42.6% of respondents cited word of mouth as influential in their electronics purchasing decisions, topping articles (34.1%), TV broadcasts (32.3%) and newspaper inserts (32%). A similar percentage cited word of mouth as important in automotive purchasing. The bottom line for marketers may be that word of mouth is far less manageable than conventional ad-supported media, but may also be more effective.
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