Word-of-Mouth Leading Purchase Influencer for Electronics in 2007

By Bob Troia

More than four in 10 consumers aged 18+ (42.6%) say their electronics purchases in 2007 were influenced by word-of-mouth (WOM), according to a recent study by BIGresearch.

Medium 2007
Word of Mouth 42.6%
Read article on product 34.3%
Newspaper inserts 30.5%
Broadcast TV 27.9%
In-store promotion 27.4%
Magazines 24.7%
Coupons 23.1%
Direct mail 22.5%
Internet advertising 22.4%
Newspaper 21.8%
Email advertising 21.5%
Product placement 13.9%
Satellite radio 8.4%
Yellow pages 7.9%
Instant messaging 7.5%

Source: “Simultaneous Media Study 11,” BIGresearch.

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