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# Word of Mouth
- URL: https://www.philmckinney.com/word-of-mouth/
- Published: 2006-05-22T15:19:08.000Z
- Updated: 2016-06-06T20:51:26.000Z
- Description: Word of mouth is a powerful way to “spread the word”. In a recent article that was posted on the Customer Evangelists Blog. The numbers say it all …. 56: The average number of times an American discusses brands in ordinary conversations every week. 72%: The percentage of brand-related opinions deliv
- Author: Phil McKinney
- Tags: Blog, bloggers, brand, distinct, editorial, entertainment content, evangelists, family member, personal friend, reference, word of mouth, #wp, #wp-post, #philmckinneycom, #Import 2023-05-01 05:17

Word of mouth is a powerful way to “spread the word”. In a recent article that was posted on the [Customer Evangelists Blog](http://customerevangelists.typepad.com/blog/?ref=philmckinney.com). The numbers say it all ….

- 56: The average number of times an American discusses brands in ordinary conversations every week.
- 72%: The percentage of brand-related opinions delivered from a person to a family member or personal friend; 13% are delivered to co-workers and 7% are delivered by a professional or expert on the topic. (I suppose that puts us marketing bloggers in the distinct minority.)
- 41%: Number of conversations about brands that reference an item seen or heard in the media or in marketing material; 15% refer to an ad, 8% refer to a form of editorial or entertainment content, 5% refer to a point of purchase item, and 4% refer to the lowly coupon or other promotion.
- 62%: Percentage of marketing-related discussions described as “mostly positive.”
- 9%: Percentage of marketing-related discussions described as “mostly negative.”
- 92%: Percentage of word of mouth conversations that occur offline; 71% of those occur face-to-face, and 21% occur by phone.

The numbers are courtesy of a [new study (PDF)](http://www.kellerfay.com/news/TalkTrack5-15-06.pdf?ref=philmckinney.com) from the [Keller Fay Group](http://www.kellerfay.com/?ref=philmckinney.com).  
It's pretty clear that most word of mouth occurs primarily while we're not sitting in front of computer screens.  
[For more info …](http://customerevangelists.typepad.com/blog/2006/05/most%5Fword%5Fof%5Fmo.html?ref=philmckinney.com)