Articles

17.11.2010 Good deals drive WOM

A majority of consumers in markets including China, India, the UK and US like to share word of mouth "about finding good bargains and deals," new figures show. The finding has emerged from the nVision Global Research programme. One central trend identified is that "shopping around extensively to get the best deal" is a habit attracting 70% of adults in Brazil, France, Germany, Ireland, Poland and Spain. Some 90% of Brazilians, 73% of Americans and 69% of their French counterparts "often share tips on how to cut costs and save money."

Recommendation from friends and family are especially powerful in fast-growing economies, with nearly half of Indian and Chinese participants seeking advice when buying a TV. But this total falls to around a fifth of the population in France and Germany. More broadly, 56% of Americans, 55% of Britons and 53% of Germans enjoy telling friends about "products or services I have recently bought at a really good discount or price". These scores were only slightly below the 64% and 62% totals posted in India and China respectively, demonstrating the appeal of this activity around the world.

Social networks are also playing an important role, with over 80% of the internet audience from Brazil, Russia, India and China engaging in this pastime, either through a PC or mobile device. Indeed, 30% of regular web users in India and China can be classified as influencers, measured against just 10% in Western Europe, indicating a nuanced strategy is required.

17.11.2010