Word of Mouth on the Web Cate Riegner

8/10/2019 Word of Mouth on the Web Cate Riegner

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WordofMouth onthe Web

The Impact

of

Web

2 0

on Consumer

Purchase Decisions

CATE RIEGNER

Media-Screen, LLC

[email protected]

The internet stands apart from other media in enab[ing its users to interact From

this perspective, the internet will always be, at its core, a tool for interpersonal

communication. While consumers find emotional and practical benefits in participa

in online discussions, these conversations have profound commercial implications

well.Everyday consumers are wielding greater control over their media habits and

their role in the commercial marketplace. Moreover, with the growth of online

participation, consumers exert greater influence over the products and brands

considered for purchase. Based on a study of over 4,000 broadband users in the

United States, this article examines consumer adoption of Web 2.0 and the impac

those rants, raves, comments, and reviews are having on purchase decisions today

Findings presentedinthis article

r

from July 2006 Datafrom

2007 zi ill be available startingin

Septenjber 2007.U S. Patent

Application Serial Number

11/580J8X

INTRODUCTION

The internet stands apart from other media in

enablingits users tointeract.From this perspec-

tive,the

internet will always be,

at its

core,

a

tool

for interpersonal communication. Even

the tag

ging, posting

and

sharing

of

popular videos

on

YouTube are fundamentally community-relatedpur-

suits. Facilitatedbycountless biogs, forums, chat

rooms,

and

social networking sites,

we now

live

in

a

24-hour rolling, emotive, media world where

we cansatisfy our indelible need tofeelapartof

the events that imfold aroundus.

While there are practicaland emotional benefits

to participating in online discussions (Piper Jaf

fray, 2007), these conversations have profound

commercial implications

as

well. Everyday

con

sumers

are

wielding greater control over their

media habits and their role in the commercial

marketplace. M oreover, withthegrowthofonline

participation, consumers exert greater influence

over

the

products

and

brands considered

for pur

chase. This article discusses thegrowth of user-

generated contentorUGC, and theinfluenceit is

bringing

to

bear

on

purchase decisions.

First, we explore the extent

to

which broadband

users of various agegroups are communicating

online through various tools and applications.

we evaluate

how

they contribute

to the

co

that

is

online, exploring certain segmen

demographic and psychographicthat tendto

ticipate more than others. Next, weexamin

influence

of UGC on

purchase decisions, a

various product categories, purchase channels

user groups. Finally,

we

look

at the

MyS

generation13to 24 year oldsto consider

maybe instoreforonline wordof mouth (W

in

the

years ahead,

RESEARCH OBJECTIVES

Several objectives

led to the

research p resent

this article. First,

we

were interested

in

meas

the adoption of Web 2.0 tools and particip

activities among broadband users. Whilethe

dia

are

quick

to

tout

new

developments

in

nology

and

online user behavior,

we

susp

actual usageof these toolsto be lower than

impliedbythe pressandindustry pun dits,a

ou r

own

Silicon Valley bubb le, Second

wanted

to

begin tracking the influence

of

UG

purchase decisions. Consumer rating

and

re

sites have been in use for many years, while

formal envirorunents for product feedback


2/13

WORD OF MOUTH ON THE WEB

otive media world where w e can satisfy our indeiible

access via a broadband con-

passion is a requisite for

everyday pur-

Broadbanders (13 to 24 year olds)

vey in the United States. We refer to re-

sponde nts in this article as broadband

users or Broadbanders'.

The study was fielded online in July

2006 to a panel-based sample representa-

tive of the U.S. internet population aged

13 and older. A proprietary online sam-

pling methodology was applied to en-

sure the profile of respondents taking the

survey was representative of the U.S. in-

ternet population by age and gender. Re-

spondents were eligible to complete the

survey if they indicated they accessed

the internet via a high-speed or broad-

band connection (any connection greater

than 56 kbps/sec). We focus on broad-

band users only, excluding those who

connect to the internet via a dial-up

connection. We do tbis for several rea-

sons:

First, over 70 percent of internet

users in the United States now connect

via broadband. Broadband adoption is

growing at a 60 percent compound an-

nual growth rate (CAGR), while the adop-

tion of dial-up is dropping at 7 percent

CAGR (Nielsen//NetRatings, 2000-2006).

Second, although the majority ofinternet

usersare on broadba nd, the percentage

of ll

mericans

who connect to the inter-

net via a broadband connection is still

under 50 percent. Imagine what the world

will be like when over 50 percent, or

over 80 percent, of Americans are al-

ways on? As seemingly ubiquitous as

the internet is today, there is still incred-

ible growth ahead, Finally, we believe

broadba nd users represent the mod ern

consumer. As broadband gains mass

adoption, the attitudes and behaviors of

Broadbanders today provide an indicator

of where the market is heading.

COMMUNICATION COMMUNITY AND

CONTENT CREATION

Based on a survey fielded in July 2006,

the average broadband user spends 27

percent of his/her time online on

commu

nication activities. This is commensurat

with the amount of time they spend on-

line for leisure and entertainment, and

more than the time spent gathering news

or information, personal productivity, or

shopping (Figure 1).

The most basic forms of internet-based

communication, email and instant mes-

saging (IM), are essentially one-on-one

channels that exist separately from any

related web-based content or information.

Newer forms of internet communication

facilitated by blogs. Forums, and social

Communication

Leisure or Entertainmen t

News or Information

i= Personal Productivity

Shopping

= 4.190

Base: All respondents

Figure 1 Allocation of Total

Time Spent Online

D e c e m b e r 2 0 0 7 J O U Il l l f lL O F

l D U E T I S I f lG

R E S E flllC H 4 3


3/13

WORD OF MOUTH

ON

THE

WE

networking sites depart from theemail E m a il r e m a i n s the d o m i n a n t f o r m of o n i i n e c o n v e r s a t

model in two key ways; they provide a

channelfor oneperson to reach many for a| | ggg r o u p S ,but the Under-25 grOUp iSa d d i n g

(often anonymous) others, and they are

increasingly associated with specifictopi s

c h a t , d i s c u s s i o n f o r u m s , b l o g s ,

and

t e x t m e s s a g i n g

R esearch shows that B roadhanders reg-

ularly use

a

variety

of

emerging and

es

t h e ir r e p e r t o i r e . S e v e n t y - t h r e e p e r c e n t of 13 to 17 y

tablished digital communication channels.

Of course, email

is

ubiquitous. More

in

o i d s

and 68

p e r c e n t

of 18 to 24

y e a r o l d s

us e IM or

c h

teresting is the finding that 4 out of 10

B roadbanders regularlyIMor chat Other c o m p a r e d w i t h j u s t 26 p e r c e n t of B r o a d b a n d e r s 45 a

channels, such as voice-over-internet pro-

tocol (VoIP), have been around for the

o l d e r .

past 10 years, but are just emerging as

viable mass market options. VoIP is one

of the most recent examples of the inter-

,, , The internet has also brought a partici- But to what extent has this vision ec

net s ability to consume older media, es-

, , , . patory qual i ty to

any and

every onl ine realityfor thebroader broadband popula

sentially movmg 100-year-old telephony

r J -t > j j j r r

,.

. . , , pursuit. Communities arise, allowing peo- To understand how, and to what ex

to the web, a digital mternet-based proto-

,

,, . , . . , . , pie to connect personally, professionally, Broadbanders are using one-to-many

col.

Video conterencmg, a relative staple

^ , . , and culturally with others. Web 2.0 sites line communication tools, we asked

for busmess communication, has yet to

^.

, , , , like YouTube, MySpace, Wikipedia, Digg, to evaluate a list of 17 different activ

rmd a market even among broadband-

and Flickr all contribute to this new ba- that couid loosely be defined as "con

equipped consumers.

., , ^ , , , zaar of interests. A base of freely available creation" activities. From this inquiry

While regular users of chats, blogs, text

, , , , _ , , , user-created content, collaborative tools, found that the average Broadbander

messagmg, and VoIP fail to match the

and networked communities create this forms 2.4 content creation activities r

niimbers who rely on email, these alter-

,

, , , , dynamic and participatory internet cul- larly. Approximately one-third rat

native channels play an essential role in

, ., , ^ , , , ture. The result is fundamental changes in review products online, but regular

the daily lives of those who use them.

, . , . , ,

, . , . , , the ability for people to communicate their ticipation in activities that involve con

With the sole exception of videoconferenc-

, . t

. ideas and opinions to many people. uting to entertainment contentsuc

ing, at least two-thirds of regular users

engage in each activity at least once a day

(Tabie 1).

Email remains the dominant form of TABLE 1

online conversation

for all age

groups. R eg ul ar

and

Dai ly Use*

of

O n l ine C omm uni c a t i on T oo ls

but the under-25 group is adding IM,

chat, discussion forums, blogs, and text

UseDaily

messaging to their repertoire. Seventy-

Among ThoseWho

three percent of 13 to 17 year olds and 68

UseRegularly UseR egularly)

percent of 18 to 24 year olds use IM or Email 95% 88%

chat, compared with just 26 percent of

, ,^ ^ Instant messaging/chat 41% 70%

Broadbanders 45 and older. Text messag-

ing is also popular among those under 40, . 9r .'7l/ .'.|s/'?.'.S5.'J.ss|on .b ^ ^ 19% 67%

with use peaking at 40 percent among 18 Text messaging 18 64

to 24 year olds. VoIP and videoconferenc-

Volr 8 68

ing remain on tbe horizon with the high-


4/13

WORD-OF-MOUTH

ON THE WE

the

average Broadbander performs

2 4

or

review products oniine,

but

reguiar

in activities that invoive contributing to

as

upioading

an

audio

or

in the

singie digits

(50 percent) and male Broadbanders aged

18 to 24 (48 percent), Participation among

Broadbanders aged 55 and over falls to 23

percent (Figure 3). Active participation

among women in online conversations sug-

gests techie guys are no longer the rulers

of the web. But the disparity between

younger and older users suggests a stub-

born generational divide in Web 2.0

invoivement.

A P SY C HO G RA P HIC V I E W -

PARTICIPATION BY BROADBAND

SEGMENTS

2 Based on a segmentation analysis of the

by Age

* ' '

popu la t i on , two segmen ts

w e

refer to as the Online Insiders and So-

13-17 18-24 25-34 35-44 45-54 55+ eial Clickers are particularly immersed

^

81% 90% 95% 97%^ 98%^ 99% ^ ^ communication activities on the web.

As discussed below. Online Insiders are

I?:^. , 9B. ,

^9% 38% 30% 23% ^^^y ^^^^^ ^^ t^^

.^^^^^^^

^^j

^.ghl

33%^ 29%/^ 26% 19% 12% 9%

influential onlin e sho pp ers. Social Click

28% 40%^ 29% 18%

12 _

5%_

^ ^

^ ^ ^ ^

communica tors on l ine ,

bu

the most part ic ipatory ones tend

to be

6% 6% 13%^ 9% 6% 6% j , . TU

younger and less affluent. These younger

conferericing _5%_ 7% 10%^ 7% 5%_ 3%_ Social CHckers may not be influencing

r e g u l a r l ym ty p i c n l m o u l h ;

N

4 . 1 9 0 :

b a s e :

all r e s p o n d e n t s purchase ded sion s today but COuld becom e

tendency to mesh media is still on the

When we isolate users of four collabo-

eaviest users

de female Broadbanders aged 13 to 17

0 5

Review aProduct

Post

to

Forums

PublishaPersona l Page

HH

Exp re ss Op in io n ^ ^ ^ ^ ^ M

PosttoJournal h^HI^^H

Share viaP2P Netw ork ^ ^ ^ ^ ^

PublishaWebs ite ^ ^ ^

Use

a

Wiki

Create/Share Audio Fi le

Create/Share Video

Create/Share Podcas t

^ H 4

^ 2

10 % 15 20 25 30 35

^ ^ ^ H 1 5 %

^ ^ ^ ^ 1 4 %

9

8

N= 4,190

Base :All responden t s

*Act ivi t ies done int yp ica l m on th

Figure

2

Con ten t Crea t i on Ac t i v i t i e s *


5/13

WORD-OF-MOUTH ON THE WEB

6 0 -

5 0 -

4 0 -

3 0 -

2 0 -

1 0 -

Base:

13 -17 18 -24

148

Users of message boards,

2 5 - 3 4

chat rooms

35 -44

listservs, and

45 -54

wikis

- Male

Female

55-f

Figure 3 Online Talkers by Age and Gender

strong influencers in the future (Table 3).

The following section provides a descrip-

tion of the attitudes and behaviors that

characterize their orientation to the activ-

ities that foster WOM online.

TABLE 3

Content Creation by Segment

Social lickers

rely on the internet to

maintain relationships with friends and

family, and to seek out new ones. While

a generational divide runs through this

group, all Social Clickers are active com-

Review products

Chat in chat room

Post to forums

Express opinion

Offer advice on listserv

Use a wiki

Post to journal

Publish a blog

Share via P2P network

Create/share audio file

Create/share video file

Create/share podcast

Online

Insider

4

1 8

3 5

1 3

1 9

7

1 8

2 1

1 2

6

5

2

Social

Clickers

3 1

1 5

2 4

7

1 5

1 7

1 9

8

4

1

Content

Kings

2 4

1 5

2 6

6

1 2

1 4

1 7

1 1

2

4

1

Everyday

Pros

3 5

8

1 8

5

1 1

2

1

1

6

2

Fast

Traciiers

2 5

9

1 8

7

1 4

1

8

6

4

2

Do in typical month; N

=

4,190; base; all respondents

municators online, spending over hal

percent) of their time online doing

munication and community-oriented a

ties.

Older Social d ic ke rs rely strict

email. Younger Social Clickers are

text and instant messengers. They are

actively engaged in

content cre tio

ities, for example, creating personal

and posting comments on blogs,

sage boards, and chat rooms. With a

ural interest in connecting with o

Social Clickers are poised to emerg

a key influencer group for the pr

theyc reabout They may not be th

to adopt, but they vocalize their pr

ences more readily than other users

fluencing friends and family indir

through their personal pages, posts

chats.

Online Insiders are more holist

their use of the internet and spend ju

much time on communication acti

as Social Clickers and sometimes m

Insiders do n ot IM as frequently as C

r s but the two groups match in

communication activities. Online Ins

are more inclined than other group

assume an online voice or persona

express themselves online. In fact,

group dominates every content cre

activity measured in our study. O

Insiders are also avid online shop pers

frequently add their opinion via pr

ratings and reviews. They are very i

ential, the first to adopt new pro

and to vocalize their preferences.

ontent Kings

tend to be young,

and addicted to online entertainment.

also spend the least amount of time

municating online, aside from activ

that support their interest in ente

ment, i.e., peer-to-peer file trarisfers,

sonal web pages, and posting comm

to message boards and chat rooms. W

Kings communicate, it is to achieve

ultimate goal of finding more way

have fun on the web.


6/13


veryday Pros

participate in activities

we find the Everyday Pro rating or

a

Consequently, they are more likely

ast Trackersare too interested in using

to

meet tbeir imm ediate needs

such as checking tbe news, weather, or

sportsto spend much time communi-

cating or participating with others. This

is a group tbat wants to get on and get

off quickly, acting primarily as receivers

of information rather than creators or

producers.

To sum ma rize, we find Web 2.0 involve-

ment primarily among younger Broad-

banders ( 1 3 to 2 4 year olds), and the early

adop ter segment we call tbe Online In-

siders. We do find some activity among

older users around e-commerce related

activities, specifically product reviews, but

it is unclear whether their participation

will expand into otber areas.

INFLUENCE ON PURCHASE

BEHAVIOREXPANDING BEYOND

THE EARLY ADOPTERS

If UGC is still being promulgated primar-

ily by younger users and an elite group

of netizens, wbat,ifany, impact has

it had on purchase decisions? To help

answer this question, we analyzed over

1,300 broadband shoppers,

subset of

tbe total Netpop sample, and over 100

different types of products purchased in

the last tbree montbs. Respondents

were asked to identify

product they

had purchased in the last three months,

either online or offline, and were then

askedtoanswer questions about the

0

Browsing Retail Stores

Recommendations from Family/Friends

Search Engines

Retail Sites

Brand/Manufacturer Sites

TV Advertisements

Coupons

Magazine Advertisement/Article

User-Generated Sites*

Catal o g s B roch u res

Store/Distributor Sites

Comparison Shopping Sites

Online Advertising**

Radio Advertise me nt/Men tion

Outdoor Advertisement

5 1 0

1 5 2 0 2 5 3 0

2 7

1 5

1 5

7

2

N 1,397

Base: Purchased product in last three months

*lncludes rating/review sites, blogs, forums, discussion boards, social networking sites

**lncludes search advertisements, banner/rich media advertisements

1 7

Office Sou rces

nlinP niirrpQ

User G enerated

e 4 Percent Saying Source Influenced Purchase

D e c e m b e r 2 0 0 7 J D U I l l l I l L O F l U E f l T IS l O GR E S E flf lC H 4 4


7/13


sources that influenced their purchase

decision.

First, it is noteworthy that online sources

(e.g., websites, search engines, and com-

parison shopping sites) compare favor-

ably to traditional sources in terms of

their influence on recent purchase deci-

sions: fully balf (50 percent) of all recent

purchases among Broadbanders were in-

fluenced by at least one online source,

whereas 61 percent were influenced by

offline sources. Half of the top 10 sources

are based onlinenoteworthy given tbat

only one-third of the purchases were even-

tually madeonline(Figure 4),

With regard to the influence of WOM,

nine percent of Broadbanders link at least

one user-generated source to a recent pur-

chase decision. (User-generated source is

defined as a blog, rating/review site, fo-

rum, discussion board, and/or social net-

working site.) Consumer review and rating

sites, blogs, and discussion boards are

more likely to be a source of influence

than IM or chat rooms. We suspect IM

and chat to be less helpful in tactical on-

line shopping sessions (Table 4), while

consumer ratings and review sites remain

the most efficient way to obtain consumer

feedback.

Thus Ies5 than 1 in 10 purchases is

influenced by online WOM. The percent-

age may seem low (9 percent), yet only

TABLE 4

Influence of UGC Sources

U G C sources(any)

Consumer reviews/ratings sites 5

Blogs/discussion boards 3

Instant messaging/chat rooms 2

0

Online j ^ H

Kurcnases P ^ ^

Offline ^ B

Purchases ^ ^ H

N = 1,397

Base

Purchased

5

productin

1 0

^ ^ H 8

last three months

1 5

1 1 4

2 0 2

Figure 5 Influence of UGC by Purch ase Ch anne l

Social networking sites 1

Note: N = U9 ; base: purchased product in last three

months

one source measured in our survey influ-

enced more than 20 percent of purchases:

browsing in retail stores (27 percent). Rec-

ommendations from family and friends

influenced 17 percent of purchases. Find-

ings suggest consumer influence is dis-

persed, or splintered as man y would

say, across a mu ltitu de of online and off-

line media channels.

However, findings suggest that online

WOM is still in an early ado pter phase ,

influencing particular types of products

and certain purchase channels more than

others. For example, products purchased

onlineare alm ost tw ice as likely to be

influenced by UGC as products pur-

chased offline (i.e., retail stores or over

tbe pbone) (Figure 5 ). Our research shows

that online purchases tend to undergo

greater scrutiny on tbe web, increasing

the likelihood that buy ers would seek con-

sumer input on UGC sites.

An analysis of four separate product

categoriesPricey Tech-Electronics, No

Touch Services, High-Touch Retail, and

Household Staplesillustrates the rela-

tive importance of UGC sites and online

versus offline sources in general (Figure 6).

Pricey Tech Electronlcs

User-generated content sites play an im-

porta nt role in the purchase ofPriceyTech

Electronics products such as DVD

and computers. In fact, they are the

s

most influential source for purch asing

items, influencing 24 percent of the

ucts purchased in this category.Sear

ginesare most influential and

manufa

brand sitesare third most influential.

stores still play a major role in the

chase decis ion , but browsing in retail

is fourth in influence behind tbe afore

tioned online sources. Our research s

the more expensive and valuable an

tbe more it is researched. The fact th at

technology and electronics items tend

more expensive, more complicated,

highly coveted by their buyers contri

to the time corxsumers' devote to rese

ing them and considering the views of

bm ers prior to purchase.

High Touch Retail

While offline sources dominate the

chase ofHigh Touch Retail product

as clothing, appliances, and furn

online sources also play a surpris

important role in this category. Over

(58 percent) of High Touch Retail

chases are influenced by the intern

specifically, an average of 2.3 o

sources. Yet only 8 percent of purc

in this category are influenced by U

The percentage m ay increase as retail


8/13


0

Pr icey Tech-Elec tron ics ^ |

High-Touch Retail H

Household Staples H |

No Touch Services WM

N 1,397

Base: Purchased product in

5

5

^ 4

last three

1 0

8

%

months

1 5 2 0 2 5

24

Influence of UGC by Product Category

rather than evaluate them more

5 percent of House-

ully com bine bricks-and-clicks, taking

rs online and then fulfilling

of Passionates who actively tout

a product's virtues, the average customer

is unlikely to engage.

No Touch Services

The internet dominates the purchase of

No ouch Services such as travel and fi-

nancial servicesindustries that stimu-

lated the growth of e-commerce a decade

a g o .

No Touch Service buye rs rely heav-

ily on search engines and recommenda-

tions from family and friends, suggesting

a desire to balance the ability to pick

and choose from multiple options online

with trusted advice. Yet UGC is less im-

portant in these decisions (4 percent of

all purchases). Buyer age likely dampens

the influence of WOM for No Touch Ser-

vices. Another factor that may limit the

use of UGC in the purchase of these

items includes the personal and confiden-

tial nature of many financial and travel

decisions.

To summarize this analysis of separate

product categories, UGC is more likely to

influence items that are more complex,

higher priced, and highly covetedsuch

as technology and consumer electronics.

But it is less likely to influence low-

involvement products and/or those pri-

marily purchased in stores (e.g., CPG),

products that buyers want to see/feel/

try-on (e.g., furniture, apparel), and prod-

ucts that are personal or confidential in

natu re (e.g., travel, finance). Findings from

Netp op 2007, available starting in Septem-

ber 2007, will identify any shifts in the

results presented here.

An early adop ter phase is also evident

in the types of users who say they are in-

fluenced by

U G C .

Older consumers

4 5

an d

over) are less likely to turn to UGC sites

(Figure 7) than younger users (under 45).

And using the Netpop segmentation model,

we find that Online Insiders are almost twice

as likely to be influenced by UGC as other

broadband user segments (Figure 8).

Heavier

W e b 2 .0

participants

to

begin with.

Online Insiders are the ones driving cur-

rent WOM marketing. As Online Insiders

grow in proportion to other segments, a

trend we are already starting to see, the in-

fluence of online WOM should logically in-

crease. However, this assumes Online

UGC is more likely to infiuence items that are more com-

plex, higher priced, and highiy covetedlike technoiogy

and consumer eiectronics. But it is less likely to influ-

ence low-involvement products and/or those primarily

purchased in stores

(e.g. ,

CPG).


9/13


0

Content Kings

Fast Trackers

l ^ ^ ^ ^ l

S ocia l C lic ke rs I j i ^ ^ ^ ^ g

Everday Pros I ^ ^ ^ ^ H

N 1,397

Base: Purchased product

in

5

^ 6

last three

10

9

8

months

15 20 25

Figure

7

InfluenceofUGCbySegment

Insiders will retain the usage characteris-

tics they share today. It may not be the On-

line Insiders,

but

rather

a

subset

of

this

group, that act as the primary influencers

on the web.

LOOKING AHEADPREPARING FOR THE

MYSPACE AND YOUTUBE GENERATION

In considerationofwhat might lay ahead

for online WOM,it isuseful toexamine

the role of UGC in online entertainme nt.

This

is

an area whe re 13

to

24 year olds,

the heaviest purveyors of Web 2.0, are

highly engaged in online conversations

today. (Online entertainment is definedas

movies, music, games, and television con-

tent or information that is available on the

web.) A natural synergy exists between UGC

and online entertainment, given that enter-

tainment represents the cultural meme

the water-cooler talk that draws people

together. From a marketing p erspective, the

relationship between WOM and online en-

tertainmentiseven more powerful when

we consider how indistinguishable enter-

tainment and media have become online.

Take short online videos or movie trailers,

for example: are they marketing or free di-

versions from the daily grind? Most w ould

argue both.

In point

of

fact. Piper Jaffray recently

coined theterm Comm unitainment in

referenceto a new formofentertai

that combines communication, co

nity,andentertainment online. Co

nitainment is certainly an important

for media companies to embracebo

defense of declining traditional media

its and to discover new waysofeng

audiences. But Corrununitainment c

profound commerci l implications

a

especially as theMySpaceandYo

generation enters adulthood.

Our study shows that one-third

o

learn about newentertainment th

UGC, specifically blogs, social net

ing sites, community sites,andpo

(Table 5). While television remains a

portant channel

for

learning about

entertainment, the num bers of13 to 2

olds influenced by UG C 48 perc

far greater than the percent influence

television (31 percent) (Figure 9).

Findings also suggest that Broad

ers who use these UGC sources rank

influence fairly high. For example,

blog and social networking sites are

by just 19 percent

of

Broadbanders,

two-thirds of these users find these so

influential in deciding what towat

play. The influence of UGC is fairly s

across all genres of entertainment,

the exception

of

movies where

it

d

0

13-24 ^ ^ H

25-44 ^ ^ H

45-H ^ ^ H

N = 1.397

Base: Purchased

5

H

^

Word of Mouth on the Web Cate Riegner

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