Word of Mouth and Viral Marketing - US - April 2009
Word of Mouth and Viral Marketing - US - April 2009

Consumers are inundated with advertising every day, and as a result, conventional forms of advertising have lost some of their influence. Simply put, the high number of ads seen by most people on a daily basis, combined with a suspicion of advertising and big business, has created the need for marketers to recruit consumers themselves to educate others in their social networks about products and brands. This process, known as ...

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes
Executive Summary
Insights and Opportunities
Inspire Insights

Consumer

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Creating Buzz: Case Studies of WOM and Viral Marketing
Who are the Influentials?
Demographic Comparison of Teen Influentials
What Inspires Influentials?
Who Responds to Influentials?
Time Spent on Internet
Media Channels that Generate Buzz
Interest in Online Tools that Can Generate Buzz
Race and Ethnicity
Cluster Analysis
Custom Consumer Groups

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix—Additional Income Comparisons
Appendix—Additional Gender Comparisons
Appendix—Additional Age Comparisons
Appendix—Additional Race and Ethnicity Comparisons
Appendix—Trade Associations