Among consumers who sometimes or always recommend brands to others, sharing information face-to-face (80%) remains by far the most popular method of doing so, far ahead of email (51%) and social networks (39%), per results from a COLLOQUY.com study. Still, recommendations appear to be slowly moving online: the proportion using face-to-face conversations has gradually while those using social networks have edged up by 4% points since 2010.
One group appears to be leading the charge.The study identifies a subset of consumers dubbed “WOM Champions” – those who are highly likely to recommend their favorite brands and who are also well-connected and communicative – comprising 28% of the general population. Among WOM Champions who are also loyalty program members, 60% are using social networking platforms to discuss products and services, up from 48% in 2010. Half also use mobile messaging to discuss brands....
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