A new international study from Taylor Nelson Sofres (TNS) shows that word of mouth is far more important than search engines or links for attracting regular users. Nearly twice as many regular users of a web site say that they first found the site through friends or relatives, than through a search engine. Furthermore, 98 per cent of satisfied users say they would recommend a site to someone they know, compared to only one per cent of dissatisfied users.
Arno Hummerston, Head of TNS Interactive Solutions, Worldwide, said "The importance of personal recommendation for attracting loyal users means unsatisfactory sites undermine the opportunity to expand their long-term user base."
Key areas that respondent stated they were particularly unsatisfied with or indifferent towards were:
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