Digital Life
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The role of the consumer voice

What are people saying? Who believes what they say?

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Do people in US trust comments people write about brands?
Friends' comments

Yes

-

No

-

Strangers' comments

Yes

-

No

-

I write comments
about brands to...

Add to my bookmarks

Behind the numbers

There are many different motivations for commenting about brands or products online. Here the different motivations are visualised across product category and country. 'Share' includes sending and receiving content of all sorts from films to vouchers. 'Help' includes asking for and receiving advice.

For more information about how we have produced this data, please click 'Get in touch' above, or see our research disclaimer.

The global view
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People love to chat about the products they use

It's not just gadgets that create a stir online. All the product categories visualised have a great deal of online chatter, even everyday household goods. Products that people use all the time in large quantities, like food, drink and toiletries, spark lots of conversations online. This shows how much the products used the most can become an important part of our lives, both online and offline.

We talk about cars and shampoo in similar ways

Those people who write comments online want to share and learn more than they want to praise or complain about a brand. This trend changes little across different product categories, from cars to shampoo. Our 'circle of influence' is growing ever wider - people trust in what is said online whether it's from friends or strangers. What we buy, or what we think about a brand, can be influenced by a stranger living on the other side of the world.

Who’s afraid of jargon?

People write less about products that involve expertise or technical understanding. Potentially, the closer consumers get to a buying decision and the more knowledge and confidence they gain through their research, the more likely they are to comment, even on technical subjects.

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Digital Lifestyles fact

Networkers are great talkers and internet users, but the networks they build rarely include brands. Networkers need a specific reason to interact with a brand. One way to open conversations with networkers is to entice them to a fan page with a special offer or voucher, then use this portal for wider brand messaging.

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