"U.S. Word of Mouth Communication Study"
No author cited
Lucid Marketing, March 2006
Available
online
In this report, Lucid Marketing set out to examine if there were differences in behavior when it comes to conveying word of mouth, among various demographic groups of U.S. adults. Full-time employment status proved to be an indicator pointing to more daily contacts. In fact, adults employed full-time make as many contacts per day as part-time workers and those staying home combined.
In addition, the report found that as household income rises, so do the number of contacts a person makes daily. This increase corresponds to a higher use of e-mail. Conversely, as income rises, the use of instant and text message declines.
As expected, younger generations produce more of their own online personal media. The report examines "Silver Birds," who have more activity on message boards and chat rooms than Baby Boomers, which might be to reconnect with family and friends they don’t see as often anymore. Gen Xers and Boomers are more likely to spread positive word of mouth.
Full-time and part-time workers build web sites, own blogs, and visit message board and chat rooms in equal amounts. Full-time and part-time workers also are equally likely to recommend a business or product.
