Word of mouth research: WOM is the most influential source of information for new product purchasing decisions

A recent survey by Schneider Associates, Most Memorable New Product Launches of 2009, found word of mouth to be the most influential source of information for purchasing decisions.

The poll included more than 1,100 consumers ages 18 and up and uncovered data about factors related to awareness of new consumer product launches, including influential trends, media usage, purchasing behavior and the influence of personal finances.

Findings of the survey include:

  • Free samples (91.5%), recommendations from family and friends (81.2%), and coupons (71.6%) are the most influential sources of information for purchasing decisions, continuing a long running trend
  • Women are significantly more likely than men to recommend new products to friends and family, and take recommendations (58.8% versus 45.3%, and 59.7 % versus 47.3%)
  • Twitter users see the medium as a highly influential source of information (56%)

Check out the full survey.

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