Word Of Mouth Has Greatest Influence On Brand Choice
Recommendations from friends and families have the greatest influence on brand choice of all touchpoints, according to the results of ZenithOptimedia’s research project, Touchpoints ROI Tracker.
The influence of word of mouth is on average 22% higher than television advertising, said Zenith.
It added that the influence of the internet, which continues to grow in power, increases as consumers get older.
Across the regions, TV advertising is 20% more influential in Asia Pacific than in North America, and internet banners are 30% more influential in Asia Pacific than in Europe.
Zenith’s findings for individual brand categories show that levels of brand experience generated per dollar are much higher for telecoms advertisers than for those in financial services.
To date, the research has seen Zenith carry out over 300,000 consumer interviews across 34 countries covering more than 4,000 brands.
ZenithOptimedia: www.zenithoptimedia.com