- Offline is the predominant mode of WOM across all age groups, ranging from 80 percent among the youngest group to 97 percent among the oldest
- However, teens participate in a higher percentage of online WOM (17 percent) than members of other age groups.
- Consumers under age 18 are also more likely than others to drive advice-giving in online talk. Though only 13 percent of offline advice-givers are age 13-17, 35 percent of advice givers in online conversations fall within that age bracket.
- WOM expressed face to face and by phone also is viewed as highly "credible" more often than online talk (59 percent vs. 49 percent):
- Offline communication has more purely positive content than online discussion (65 percent vs. 59 percent) and is less likely to contain negative or "mixed" content (23 percent vs. 30 percent).
- A comparison between face-to-face communication and content on online blogs and chatrooms reveals an ever wider gap, with 66 percent of face-to-face communication "mostly positive" compared with 57 percent for blogs/chatrooms.
- Offline WOM is more likely than its online counterpart to lead to strong purchase intent (50 percent vs. 43 percent).
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