A Lumin Collaborative survey found that advice from friends online, also known as word of mouth, influenced 46% of consumer choices about food and beverages and 42% of their decisions on health care. Consumers also give their friends' thoughts more weight when considering financial services and consumer electronics products. According to the eMarketer report, "Word of Mouth Marketing -- Winning Friends and Influencing Consumers," word of mouth or WOM works in tandem with other information sources. Information gained through one medium can spread through WOM, and marketers must be cognizant of how consumers get and spread information.
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