Consumer-Generated Media study uncovers unusually high levels of content
creation
CINCINNATI, Oct. 24 /PRNewswire/ -- Consumers who own iPods are
significantly more likely to create and spread consumer-generated media (CGM)
on the Internet, a trend likely to increase with the incorporation of video
content into iPods, says a recent consumer behavior study by buzz analytics
firm Intelliseek.
According to Intelliseek's 2005 Consumer-Generated Media and Behavior
Study, iPod users are twice as likely to have authored a blog than consumers
who do not own MP3 players, and they outpace other MP3 owners on creating and
posting content online. iPod users are also 2.5 times as likely to exchange
text messages on cellular phones (59% vs. 24% of non-owners), three times as
likely to take photos with a camera phone (45% vs. 15%), and three times as
likely to download video clips and movies to a personal computer (47% versus
16%). The representative study of 660 online consumers was conducted in
August, 2005.
The study finds that iPod users also are product innovators, significantly
more likely to own digital video recorders, personal digital assistants,
digital cameras, laptop computers and cell phones than non-iPod owners. They
tend to link to the Internet via broadband and wireless connections, and are
more likely than others to skip past or filter advertisements, especially
online, a behavior that may be linked as much to high usability/interface
expectations as it is to a dislike of advertising.
Unsolicited CGM Research/Analysis
The amount and depth of consumer-generated media about Apple products on
message boards, forums, ratings sites and other CGM venues support this
conclusion, the study finds. On blogs alone, nearly 1% of all new blog entries
directly or indirectly mention iPod products, roughly equal to the total
amount of online conversations citing MP3 players in general. First-person
product testimonials about iPods also index highly across message boards,
forums and ratings sites.
"iPod users have more word-of-mouth tools at their disposal to spread
opinions and reviews about their iPod experiences," said Pete Blackshaw,
Intelliseek's chief marketing officer. "Provided iPods continue to delight
consumers, Apple will benefit from a growing volume of free, trusted
advertising from other consumers."
The Intelliseek Consumer-Generated Media Study confirms that while word-
of-mouth recommendations from personal acquaintances carry the most weight in
influencing purchases, even CGM from Internet strangers is a more powerful
influence than paid advertising.
Free Webinar
Blackshaw will discuss the iPod findings in a free 4 p.m. webinar
Wednesday, Oct. 26. The full study, to be released in November, will explore
all dimensions of consumer-generated media, especially as it relates to
traditional advertising.
Webinar registration: http://www.intelliseek.com/events.asp#webinar2
Study information: http://www.intelliseek.com/researchpubs.asp#cgmresearch
About Intelliseek (http://www.intelliseek.com)
Cincinnati-based Intelliseek, a 2004 co-founder of the Word-of-Mouth
Marketing Association, creates marketing intelligence for companies and brands
by measuring and analyzing all forms of consumer-generated media. It also owns
BlogPulse.com, a free blog search engine and blog analysis website.
SOURCE Intelliseek
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Related links:
http://www.intelliseek.com
http://www.intelliseek.com/events.asp#webinar2
http://www.intelliseek.com/researchpubs.asp#cgmresearch
CONTACT:
Sue MacDonald of Intelliseek,
+1-513-618-6716, or smacdonald@intelliseek.com
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