Word of Mouth Still Rules

Recent research from Roy Morgan shows more than 91 per cent of Australians aged over 14 have either sought advice from, or been the source of advice for their friends or family.

The most discussed topic among Australians was buying a car, with nearly two thirds (65 per cent) of the population either playing the role of a trusted adviser (those whose advice has been sought by friends or family), an info seeker (those who go to friends/family for advice) or both. Eating out at restaurants was the second most discussed topic (62 per cent) and planning a holiday or trip came in third with 59 per cent.

Roy Morgan CEO Michele Levine says, “Marketers have always understood the importance and value of word of mouth to promote their products. In some areas, like eating out at a restaurant, there is a large percentage of people who regards themselves as both.

Word of Mouth Still Rules

“Surprisingly, this new research shows word of mouth is as important today even though information of all kinds is increasingly easy to get online. Even with all kinds of elaborate rating systems to score the value, accuracy, helpfulness, likeability or whatever, people still value advice from a trusted advisor and people, it seems, still love to give advice.”