Consumers have sounded a clear warning to brands in COLLOQUY’s latest research into the word-of-mouth (WOM) sharing practices of U.S. households: Bad news travels fast.
Of 3,295 U.S. consumers surveyed by COLLOQUY, slightly more than one out of every four (26%) said they are far more likely to spread the word to family, friends and coworkers about a bad experience with a product or service than a good one. COLLOQUY, owned by LoyaltyOne, is a provider of loyalty marketing publishing, education and research.
In a survey finding of equal significance, even among consumers who are most loyal to, engaged with and willing to recommend brands they like a group COLLOQUY calls WOM Champions, 31% said they are far more likely to share information about a bad experience with a product or service than a good one.
Among key demographic groups, Affluent consumers, at 30%, scored highest for saying they’re far more likely to spread a bad experience. Seniors scored the lowest at 19%. In the other demographics, 25% of Young Adults and 25% of Women said they’re far more likely to share a bad experience. Hispanics’ score was 21%.
More information can be found at www.CRMindustry.com.