The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Scooped by Tourism Australia!

Recent travellers our top pick for holiday advice

Recent travellers our top pick for holiday advice | The Insight Files |

Nearly one third of the population are ‘Trusted Advisers’ when it comes to planning a holiday, sought after by friends and family for their travel tips. Friends and family tell it like it is, without fear, favour or commercial motivation - just the benefit of their own experience. In the 12 months to September 2014, 33% of Australians reported being asked for advice about planning a holiday by friends or family. Among different age groups, Australians aged 25-34 are the most sought-after Trusted Advisors ahead of 35-49 year-olds. Click here for more information.

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Return on Word of Mouth study

Return on Word of Mouth study | The Insight Files |

In June, WOMMA gathered some of the world's leading brands and researchers and launched "Return on Word of Mouth," a landmark study to finally answer this question and to determine the true value of WOM, both online and off, relative to other marketing and media. On average, online and offline consumer conversations and recommendations account for 13% of consumer sales, which represents $6 trillion in annual consumer spending. In higher price-point categories, word of mouth's impact is almost 20% of sales. Click here to download the press release.

Via Don Dea
Don Dea's curator insight, December 7, 2014 2:34 AM

Word of Mouth Marketing Association found that online and offline word-of-mouth recommendations account for 13 percent of consumer sales, which works out to a total of $6 trillion in spending annually.