Watercooler convos influence purchases
June 23, 2008
According to a study by BIGresearch, 95.6% of consumers share advice on purchases with coworkers, and 92.9% ask for their peers’ opinions pre-purchase. These consumers tend to research products online before buying, and they are constantly sharing this information with each other. Casual conversation between coworkers is an effective way to increase discussion of a particular brand. Almost 70% of “at-work consumers” socialize with coworkers during breaks, and just over 40% talk to friends and family during the day. Targeting these consumers can lead to positive word-of-mouth within and outside the office.
(Source: MediaPost “Study: Workplace Peers Influences Shopping Habits”)
See also Center for Media Research “Advertise To Workers At Work To Influence Purchase”
