• March 8, 2011

One-quarter of U.S. consumers are far more likely to spread the word about a bad experience or product than a good one, according to Colloquy's latest research into word-of-mouth sharing practices.

Of 3,295 U.S. consumers surveyed, slightly more than one out of every four (26%) said they are far more likely to spread the word to family, friends and coworkers about a bad experience with a product or service than a good one. 

Even among consumers who are most loyal to, engaged with and willing to recommend brands they like -- a group Colloquy calls WOM Champions -- 31% said they are far more likely to share information about a bad experience with a product or service than a good one.

Among key demographic groups, affluent consumers, at 30%, scored highest for saying they're far more likely to spread a bad experience. Seniors scored the lowest at 19%. Twenty-five percent -- both young adults and women -- said they're far more likely to share a bad experience. Hispanics' score was 21%.--Tanya Irwin