CorpComms Magazine

Consumers who contribute to online forums are 'overwhelmingly more engaged' in influential activities, both online and offline, than people who do not, according to new research.

The survey of American consumers, by market researcher Synovate, found that those who contribute to online forums are ten times more likely to publish a blog than those who do not, and 3.5 times more likely to recommend a purchase. They are also twice as likely to share advice, both offline and in person, based on information that they have read online, and four times as likely to post online ratings and reviews.

The survey, conducted during November, found that one in five Americans contribute to online forums. This is backed by recent analysis by Forrester Research which found that 28 per cent of American consumers read online forums, making it the second most popular online activity. Watching videos online is the most popular. 

Almost eight out of ten contributors to online forums help a friend or family member make a decision about a product purchase, compared with 47.6 per cent of those who do not contribute. The survey also found that men are more likely to contribute to forums than women, and that 65 per cent of forum contributors share advice based on information that they have read online. Just 35 per cent of non-contributors share advice.

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