15% of consumers receive 1.5 bln of brand impressions daily

15% of consumers account for 1.5 bln brand impressions per day, according to Keller Fay Group. 58% of women Catalysts said they would be highly likely to pass along information to others they heard in word of mouth exchanges, versus 51% of men. Women Catalysts are also more likely to be spurred to buy products recommended to them (55% vs. 47%) and to find the recommendations more credible (55% vs. 47%). 37% of Conversation Catalysts are baby boomers ages 40-59. This finding is contrary to marketers’ popular, long-held belief that WOM campaigns should be targeted to a younger demographic.