Offline WOM more effective than online buzz

Around 3.5 billion word of mouth conversations take place in the U.S. on a daily basis, of which just 7% take place online via instant/test messaging, chat rooms, email and blogs. The remainder take place offline either face to face (75%) or on the telephone (17%).

However, despite the rise and rise of social networks and consumer review sites, a recent study by the Keller Fay Group and OMD found that people are still likely to find a face to face conversation with someone they know or are related to more “credible” than an online encounter.

"Apparently, the value of eye contact, voice and perhaps even non-verbal communication provides a boost to credibility and the likelihood that we'll do something about what we've learned,” said Keller Fay COO Brad Fay, co-author of the study.

The Keller Fay Group are hosting a free webinar on July 10, 2008, that will explore the relationship between offline and online word of mouth

Tags: online buzz, word of mouth