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Online and offline word of mouth survey in 2020 From EngagementLabs

The following is the Online and offline word of mouth survey in 2020 From EngagementLabs recommended by 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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