InterMedia analysts have gathered data for a decade on how populations share news and information, including the role played by inter-personal communication. Beginning in China in 2005 and extended to India in 2006, InterMedia is expanding this research to capture word-of-mouth and social network data and the role they play in consumer, communications and media behavior, as well as spending habits and decision-making.
Word-of-mouth is the oldest form of communication; now, in an age of new interactive technologies that are reaching previously unreachable areas of the globe, it is also one of the hottest. Of course, many people still use low-tech word-of-mouth—in parts of Africa, InterMedia research finds oral traditions remain strong (and technology penetration is low), so friends and family rank as very important sources of news and information. In fact, in Burundi, Zambia, Zimbabwe and Guinea, word-of-mouth is the most important source, even over television.
New Ways to Spread the Word
In the broadest sense, word-of-mouth encompasses not only face-to-face communications but interpersonal communication using technologies like cell phones, SMS, instant messaging and blogging. It is how many people keep in touch with each other and spread information. They pass along information to friends and family—what’s new, what to do, where to go and what to buy.
Word-of-mouth communication is also vital in times of crisis. Over the past several years, InterMedia analysts noted that political movements in countries around the globe have used SMS and the internet to instantly spread the word to the populace about the latest developments.
This information is a treasure trove of data for marketers, media and governments. Clearly, to more effectively market their message, these groups need to listen carefully to those members of their target audience who are most likely to offer opinions that others will adopt.