8% of online buyers are driven by word of mouth
Word-of-mouth-driven consumers represent about 8% of the online population. Word-of-mouth-driven consumers earn 10% less than other online consumers. 28% have a college degree, less than the 37% of other online consumers, Forrester Research says. But 67% of the group consider themselves so-called technology optimists, compared to 57% of other online consumers, and are as likely to have broadband and have been online as long as other online consumers.