Especially the last 2 numbers are a little bit surprising to me. The overwhelming majority of marketing-related discussions are positive ? I would have assumed it's the other way around. Since the study has been done in the US only, I am not sure if the numbers are valid for Germany, too. My gut feeling is, they are not...
- 56: The average number of times an American discusses brands in ordinary conversations every week.
- 92%: Percentage of word of mouth conversations that occur offline; 71% of those occur face-to-face, and 21% occur by phone.
- 72%: The percentage of brand-related opinions delivered from a person to a family member or personal friend;
- 13% are delivered to co-workers and 7% are delivered by a professional or expert on the topic. (I suppose that puts us marketing bloggers in the distinct minority.)
- 41%: Number of conversations about brands that reference an item seen or heard in the media or in marketing material;
- 15% refer to an ad, 8% refer to a form of editorial or entertainment content,
- 5% refer to a point of purchase item, and 4% refer to the lowly coupon or other promotion.
- 62%: Percentage of marketing-related discussions described as "mostly positive."
- 9%: Percentage of marketing-related discussions described as "mostly negative."