Brands mentioned 3bn times a day in US

28 June 2011

NEW YORK: Shoppers in the US mention brands over 3bn times a day, new figures show.

Internet company Google and specialist consultancy Keller Fay polled 3,000 adults, and found a majority were "highly likely" to buy something after hearing positive feedback from a trusted source.

On receiving favourable reports in this way, 28% of the sample displayed a strong level of purchase intent, and 26% had already bought the offering in question.

The study estimated there are 2.4bn conversations involving brands each day, incorporating 3.3bn "mentions" of specific goods and services.

A 94% proportion of all interactions still take place offline, with 82% happening face-to-face and 11% on the phone.

By contrast, the internet - including social networks, forums and blogs - took just a 5% share on this metric.

The analysis stated 57% of relevant discussions were influenced by media content and marketing materials relating to a brand which respondents had seen or listened to before having a conversation.

A further 49% of occasions where products were mentioned by name resulted from exposure to similar material once the participants had started talking.

In 37% of cases, shoppers sought out additional information regarding a brand after talking about it.

Online interactions concerning brands generally contained a greater amount of references to media content than non-digital alternatives, the research added.

Media or marketing material hosted on the web featured in 48% of online engagements and 24% of the offline equivalent when speaking about certain products, with point-of-sale recording 35% and 23% respectively here.

Television logged 33% and 23% in turn, and print played a part in 29% of web discussions, but only 16% of conversations happening in-person or on the phone.

The web posted 21% in terms of the number of conversations where consumers referred back to content they had previously been exposed to while discussing goods and services.

Television registered 20% on these terms, beating print's 13% and radio's 4%, Google and Keller Fay suggested.

Such positions stayed constant regarding media and marketing collateral experienced mid-conversation, as the web reached 18%, TV hit 15%, press and magazines yielded 11%, and radio generated 3%.

When conducting research after talking about firms and products, 19% of the panel looked to the net and 8% turned to TV as a supplier of information, totals coming in at 7% for print and 3% for radio.

Point of sale secured 12% on this measure, meaning the in-store arena remains important as a source of information for customers.

Search engines constituted the website category visited with the highest degree of frequency when investigating possible WOM-influenced purchases, ahead of ecommerce hubs, brand sites and social media.

Information discovered through search engines was also cited in 15.4% of brand-related conversations overall.

Word of mouth impressions delivered by search queries were said to be 25% more credible and 17% more likely to lead to purchase than those provided by social media.

Elsewhere, smartphone owners were reported to be 13% more likely to refer to media they had heard or seen prior to a conversation, standing at 50% when discussing content viewed on the web.

An additional 11% had accessed the internet via their phone when talking about a brand, the study said.

Data sourced from Google; additional content by Warc staff