Word of Mouth – more powerful in Asian countries

by Dina on October 23, 2007 · 0 comments

in Blogs & Blogging,Enterprise 2.0,Indian Culture,Market Insights,Social Media,Voices of the World

There’s been some recent discussion around whether Word of Mouth and Viral Marketing are indeed different. In my view, viral marketing is the outcome of word-of-mouth recommendations. And it’s not surprising to see Asians rely a lot on word of mouth in this study from Neilsen that reveals some interesting trends:

– 7 of the top 10 markets relying heavily on word of mouth are from Asia, with India in the 4th position. Am not surprised by this – reputation and positive word of mouth are critical for success – and most transactions are done on this basis here. Manufacturer speak comes second.

– for advertising, 78% trust ‘consumer’ recommendations over newspapers (63%) and brand websites (60%).User opinion online (they call it ‘consumer opinions posted online’) comes in at 60%. Am wondering whether ‘recommendations from consumers’ and ‘consumer opinions posted online’ are really discrete.

– 73% of Indians trust advertising via these consumer opinions posted online … South Korea tops the list with 81% and some of the European nations are the least trusting

– blogs are trusted as a reliable resource for information in North America and Asia-Pacific more than in other regions in the world. Still, 62% in Asia-Pacific isn’t as high as we’d hope!

The tables below are reprinted from the press release. I’ve uploaded them into Flickr too.






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