The "2005 Consumer-Generated Media (CGM) and Engagement Study" a new study of consumer behavior by Intelliseek Inc., reports that consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio/TV ads. Consumer trust toward traditional advertising is being challenged by growing confidence in consumer-generated-media (CGM), and the recommendations of other consumers.
The research also finds important correlations between consumers who regularly skip over or delete television or online ads and those who create, and absorb consumer-generated media (defined as experiences, opinions and advice posted on the Internet by consumers for others to read and share). "Active ad skippers " are 25 percent more likely to create and respond to Internet message boards, forums and blogs.
Intelliseek CEO Mike Nazzaro said "The advertising landscape is... forcing marketers to broaden and redefine the concepts of media, influence and audience reach. If consumer-generated media is the most effective and trusted form of advertising, it's critical that marketers begin to measure, manage and influence it..."
Key findings from the analysis:
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