The survey, which examined the media usage of consumers and communicators in the US and BRIC (Brazil, Russia, India and China) markets, highlighted the inefficiency of a ‘one size fits all’ communication approach and the necessity to address audiences in different ways according to their individual characteristics. Among the key findings was that particularly in China communicators were failing to capitalise on the power of word-of-mouth.
While almost half of those surveyed cited friends, family and colleagues as the most reliable source of information when making a purchase decision, just 24 per cent of communicators were found to be operating a word-of-mouth programme.
And while only 24 per cent of Chinese participants indicated that they would consult a company’s website for information, 68 per cent of communicators saw their own company’s website as the best means of delivering news to the public.
In India, meanwhile, search engines emerged as the most trusted means of finding information. “There is no one way people like to receive information,” said Genevieve Hilton (pictured), Ketchum’s senior VP. “They look everywhere. We have to broaden our skill-sets. Communicators have to do better to cover all the bases.”
See Media 3, page 16
