The following is the Online and offline word of mouth survey in 2020 From EngagementLabs recommended by recordtrend.com. And this article belongs to the classification: network marketing.
As early as 2007, the number of brand offline word-of-mouth shows reached 13.2 billion per week.
So what’s the situation today?
At present, offline word-of-mouth shows 14 billion times a week, an increase of 6%.
2. Changes in word-of-mouth pattern by category: the food / catering industry increased the most, while the automotive and telecommunications industries decreased the most
The top five categories of offline word-of-mouth in 2007 remain basically unchanged today. Except for the sharp increase in the number of food / catering, the number today is similar to that at that time:
1. Media / Entertainment: 1.8 billion word-of-mouth shows per week, 97% of 2007.
2. Food / Catering: 1.8 billion, an increase of 25%.
3. Beverage: 1.4 billion, an increase of 4%.
4. Retail / clothing: 1.3 billion, up 1%.
5. Technology: 1 billion, an increase of 1%.
6. Sports / entertainment / hobbies: 1.4 billion, an increase of 5%.
Other categories that have grown significantly since 2007 include: health / healthcare (+ 38%), which was driven by the pandemic, but grew by 22%, personal care / Beauty (+ 34%), home (+ 53%), and home products (+ 102%). The categories of decline were automobile (- 27%), telecommunication (- 27%) and tourism (- 20%).
3. The offline mood is quite positive
In 2007, nearly 2 / 3 of offline word-of-mouth were positive, less than 10% were negative, and the overall net popularity was + 41.
Now, the popularity of the Internet is higher, increasing by 13%. It depends on a 7% increase in positive word-of-mouth. 69% of offline word-of-mouth conversations are positive, and only 7% are negative.
The net popularity of personal care / Beauty increased by 17%.
It is worth noting that in 2007, the net popularity of China Telecom was only + 10, and now it has risen to + 33, or 226%. Net popularity of health care fell by 10% to + 23.
4. Offline word-of-mouth is mostly face-to-face word-of-mouth.
More than 90% of word-of-mouth occurs offline. 74% were face-to-face and 17% were over the phone.
During the new crown pandemic, 66% of the word-of-mouth was face-to-face, while the telephone accounted for 17% and 83% together. In the year before the new crown pandemic, face-to-face communication accounted for 71%, almost the same level as nearly 15 years ago.
The second is instant messaging or SMS, accounting for nearly 8%, video chat for 3%, and social media for 3%.
5. Offline word of mouth driven by digital media
Digital media has grown 116% since 2007. Nearly a quarter of offline word-of-mouth now includes talking about what they see on digital media.
At the same time, television remains the second most important factor, but this level is down nearly 20% compared with “the past”. More reading: A.T. Kearney: consumers want to have more sincere relationship with Facebook brand and SoDA: SoDA has become more user centered, TollFreeForwarding:2020 customer loyalty survey Starcom: China’s reputation is still the most powerful Chinese preference: awesome technology brand, American adult reputation list YouGov: half consumption. Gartner: 15% of social comment data will cheat in 2014 Nielsen: the survey shows that 92% of consumers tend to choose products according to their reputation. Digital media’s position in the media matrix Is the digital media advertisement soft text of income report OK? Digital media: information chart
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