This chart shows the number of people writing about brands, and how it compares with Internet Penetration. More developed digital markets are less likely to talk about brands online…
…however they are still more likely to read comments online – any conversations about brands online will have huge reach
…and each writer has a great deal of influence – and so it’s vitally important that these people are saying the right things about your category & brand.
Consumer Reviews are even more important than TV ads in generating awareness, helping research products & purchase locations– so even in high involvement categories, this shows the importance of Customer Reviews, and how keeping a track of these online conversations can be very important.