Word of mouth important in tech decisions
Ian McKee from The Power of Influence references the “Tech Decision Maker” study stating that 51 % of tech decision makers rely on word of mouth for their decisions.
Interesting to see though is that user generated media (user generated content, consumer generated media, whatever you prefer), relied upon by 28 % of respondents, in many cases also is a form of word of mouth. So, I would say word of mouth is even more important than the study concludes.
Most important in the study was personal experience, which 58 % of respondents considers before a decision.
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