We just dropped initial findings of a comprehensive research study on consumer-generated media (CGM) behavior. I'll be writing much more about this over the coming weeks, but the key headline is that CGM/WOM continues to eclipse traditional media in driving awareness, trial, and purchase intent of new products. For example, consumers are 50 percent more likely to be influenced by word-of-mouth
recommendations from their peers than by radio/TV ads -- a slightly higher level
of influence/trust than found in the 2004 study co-authored by Intelliseek and
Forrester. This latest report takes a much more granular look at sub-segments within the umbrella term "word-of-mouth": familiars, non-familiars, expert opinion, employees who blog, etc.
Ad Skippers & CGM: Of particular interest, the research found important correlations between consumers who regularly skip over or delete television or online ads and those who shape, create, and absorb consumer-generated media "Active ad skippers," for example, are 25 percent more likely to create and respond to CGM on Internet message boards, forums and blogs than non ad-skippers. Net, these consumers are not only increasingly elusive from an advertising perspective, but they are now taking control of the messaging. More info on upcoming report here.
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