Keller Fay and OMD Study Finds Offline Word of Mouth More Positive and Credible than Online Buzz
- Offline Conversation More Likely than Online Talk to Lead to Purchase Intent -
- Online WOM Dominated by Teen Market -
New York, NY, June 25, 2008 — In a first of its kind study comparing word of mouth WOM in online and offline venues, the Keller Fay Group www.kellerfay.com, a market research consultancy specializing in word of mouth, and media agency OMD www.omd.com find that offline WOM is more positive and more likely to be judged highly credible than online talk. The findings are part of a paper scheduled to be released today at the ARF Audience Measurement 3.0 conference in New York.
Study results include:
