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December 22, 2003
Understanding customer evangelist behavior
Your customer evangelists are typically Internet junkies, too. Putting your best foot forward online is essential to winning the hearts and minds of frequent-forwarders.
That's among the findings of recent work by Washingtonpost.com and RoperASW, which tracks the 10% of the population that shapes the attitudes and behaviors of the other 90%. Roper calls them "influentials."
Other findings include:
* 77% of influentials have Internet access, compared to 50% of the general population.
* 67% of online influentials are asked for or forward advice and information about products and services.
* Online influentials who forward advice about product and services do so to an average of 5-20 people.
In a B-to-B study, researchers found that:
* 77% of business decision makers recommended the Internet as the best place to discover new products or
companies.
Here's where you'll find the complete survey results:
* Influentials Online
* Business Decision Makers Online: Usage & Opinions of a Critical Online Audience
* Purchasing Power Online: Usage and Purchasing Habits of Affluent Online Adults
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good morning, do you have a Montreal connection? Understanding customer evangelist behavior has good stats, seem accurate to me. I find that there still is a difference of attitude between the East and the West coast when it comes to the Internet, the West coast being much more trusting to what it finds on the Internet then back East. Well that has been my observation since moving back to Montreal from San Francisco.
Cordially
Anne
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