Word of Mouth in 2018 – Australians still like to give and seek advice

“Marketers have always understood the importance and value of ‘Word of Mouth‘ to promote their products. This new research identifies the key drivers of this important form of communication. Roy Morgan unveils how much each topic is being discussed, and whose opinions are sought as ‘trusted advisers‘, and who are the ‘information seekers‘. In some areas, like eating out at a restaurant, there is a large percentage of people who regards themselves as both.

“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.

 “‘Trusted advisers’, those providing advice to friends and family are an important conduit to the rest of the population.

 “Trusted advisers are not always first to try new products – indeed in some areas, trusted advisers are more likely the voice of caution, e.g. buying a car where trusted advisers tend to be older males; in others they are the voice of optimism, e.g. in make up where younger females tend to dominate the trusted adviser space.

“When it comes to giving advice, trusted advisers are still more likely to be male for computers or computer equipment, computer/console games, home entertainment or electronics, cars, and finance and investments to name a few. Women are still more likely to be trusted advisers for information on skincare and beauty products, fashion, decorating your home and most grocery and retail products.

“From a sociological perspective it is interesting that when it comes to seeking advice, men are below average across all categories. Women are far more open to receive information especially when it relates to information from other women on fashion and beauty products.”