WOMM is #1 source of local business recommendations

Search Engine land published the third installment of their Local Consumer Review study. Its a great read and offers some interesting insights into WOMM. We highly recommend any marketer reads this study.

Here are some of the highlights:

  • 77% of respondents said they had shared a recommendation through word-of-mouth in the past year
  • men use a greater number of channels for their local business recommendations than women (1.53 vs. 1.33)
  • Women are more likely than men to have shared a recommendation by word-of-mouth (78% vs. 74%)
  • Men are more likely to have shared via Facebook (34% vs. 32%) and Twitter (12% vs. 7%)
  • When citing reasons for recommending businesses, women are more likely than men to hone in on reliability and professionalism (68% vs. 62%), friendliness (50% vs. 39%), the existence of a special offer (46% vs. 27%), and a unique and original experience (44% vs. 25%)
  • Consumers seem to be increasingly influenced by offers. This year, 2 in 3 said they would be more likely to recommend a local business to people they know if the business has a good value offer or discount.
  • Also check out the chart below to see how the genders responded to incentives for receommendations.