Study: Women more likely to act on word of mouth than men

Study: Women more likely to act on word of mouth than men

One-third of all word-of-mouth marketing per day is accomplished by 15% of consumers, or "Conversation Catalysts," according to a study by word-of-mouth marketing agency the Keller Fay Group. These 32 million word-of-mouth leaders are involved in 184 word-of-mouth conversations a week, more than 1.5 times the average consumer. The study also found that women are more likely than men to be prompted to act because of word of mouth. In fact, 58% of women Catalysts said they would be highly likely to pass along information to other that they heard in word-of-mouth exchanges, versus 51% percent of men. Women are also more likely than men to buy products recommended to them (55% vs. 47%).