Youth Word of Mouth: Where Does Influence Happen?
Word-of-mouth is pretty common to both adults and youth, alike. As for youth, the influence normally takes place anywhere, from their houses, friend’s houses or at stores.
For instance, Penny is a twenty-two year old girl who has just finished her college schooling. She also joined a particular investment firm. In her search for a smartphone, she wanted that it will best fit on her professional lifestyle. She already sought an advice from neighbors, colleagues, and friends. In her quest for smartphone, she usually talks about certain brands to her colleagues and peers. Of course, her peers are those whom she can easily talk to. They can further relate with each other because they have the same passions, likes, and interests.
How the Youth Interact
Moreover, one thousand four-hundred forty-five young people like Penny are also interested to talk about their purchase decisions with family and friends. This may be due to the reason that family and friends are the closest persons whom they can confide to or who can relate to them. At the end of the day, they come home and figure out things about certain brands that may make them happy and satisfied. Of course, they are advised by their parents about the best or worst brands of products to buy in the market. In effect, the opinions of their parents and peers also have a great influence on their purchase decisions.
From eighteen to twenty-five year old young adults, their answers to how and where they talk about specific brands with other people vary. In United Kingdom, eighty-three percent of youth talk about certain brads on a face-to-face basis. In the United States, seventy-six percent also discuss about specific brands on a face-to face basis. This only means that they are not interested to discuss about products over the phone or via email. They prefer to discuss things personally wherein they can gain insights.
Also, the youth even like to discuss the brands by location. Eighty-one percent are interested to talk about it on most retail stores as they happen to pass by them. Eighty-six percent of them are talking about those brands at their friend’s homes. At their age of twenties, they are more likely to be with their closest friends and peers. They can also relate with each other as they discuss every course or topic. Lastly, ninety percent of the youth discuss more about brands at their own homes. As they go home, they talk to their family members.
The youth also discuss about brands by polarity. Sixty-one percent of the youth in United Kingdom are positively talking about it. Only nineteen percent are mixed and ten percent are negative. In the United States, sixty-six percent are positively talking about brands; fifteen percent are mixed; and eight percent are negative.
Thus, the word-of-mouth on youth happen face-to face at their homes. With peers and families around, they are influenced by their word of mouth that has positive effects on them!