Conversation is where knowledge is transmitted

Very interesting data that runs counter to many assumptions. The question is how much information is shared word-of-mouth (face-to-face or voice-to-voice) versus is shared online via text messaging, emailing, blogs, social media, etc.

From Comparing Online and Offline Word of Mouth by Ed Keller and Brad Fay.

Even in today's information age, the vast majority of word of mouth conversations about brands happen the old fashioned way, face-to-face. Three quarters of WOM (75%) happens in person, followed by telephone at 17%, and online forms of communication at just under 10%.

TalkTrak further breaks down WOM into the following component parts: email communications (3%), text and instant messaging (3%) and blogs and chatrooms (1%). Another 2% is "other" communications, which includes conventional notes and letters.

We have almost innate biases towards novelty and recency but measurement gives some balanced sense of perspective.

Yes, a lot is happening online but in terms of where brands are discussed and products recommended, good old fashioned conversation apparently still reigns supreme.