I’ll Have What He’s Having
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by Chief Marketer Staff
The best-kept secret in marketing may be getting someone to blab his. Word-of-mouth just may be the most powerful purchase driver, according to Yankelovich MONITOR, which tracks consumer trends. Seventy percent of consumers consider their friends top sources for advice on new products and 82 percent turn to them for information before making purchasing decisions. Eighty-three percent of consumers ask for information from those they know already own the product and 82 percent ask family members. The trend is stronger today than ever: Since 1994, the percentage of people who say they buy the same brands as their friends has jumped 12 points, from 21 percent to 33 percent. So much for individuality.
