WOMBAT CONFERENCE, SAN FRANCISCO, June 20, 2006 – GfK Roper Consulting today announced the results of its
Global Word-of-Mouth Study, which found that consumers worldwide cite people as the most “trustworthy”
source for purchase ideas and information. In fact, 70% of consumers across the globe trust friends,
family, or other people when searching for information or ideas on products to buy. This study confirms that
the United States is not the only country experiencing the word-of-mouth phenomenon.
Interestingly, advertising ranks second as a trustworthy source globally. Editorial content follows advertising
at 55% and online resources rank fourth at 18%.
“We now know that people hold the power in the global marketplace,” says Hetty Fore, Vice President and Product
Manager for GfK Roper Consulting. “Accessing the word-of-mouth network is no longer optional… success will be
dependent on using this channel wisely.”
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About GfK Roper Consulting
With offices in the US and UK, GfK Roper Consulting is a division of The GfK Group. Offering over 30 years of
syndicated research and analysis, GfK Roper Consulting is responsible for Roper Reports® U.S. and Roper
Reports® Worldwide, the most up-to-the-minute view of the consumer marketplace in the U.S. and around the
globe.
About The GfK Group
With home offices in Nuremberg, Germany, the GfK Group is among the top-five market research organizations in
the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer
Tracking, Media and Healthcare. In addition to 13 subsidiaries in Germany, the GfK Group has more than 130
subsidiaries and affiliates in more than 70 countries.
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