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According to Roy Morgan Research, 91% of Australians 14+ have either sought advice from, or been the source of advice for their friends/family with the most talked about topic being about cars.

The most discussed topic amongst Australians 14+ is ‘buying a car’, with nearly two thirds (62%) of the population either playing the role of a trusted adviser (those whose advice has been sought by friends or family), an info seeker (those who go to friends/family for advice) or both. Eating out at restaurants is the second most discussed topic (61%) and planning a holiday or trip comes in third with 57%.

Less than half of the population seek or give advice on categories relating to home entertainment or electronics (48%), mobile phones (45%), signing up to an Internet provider (42%), finance and investments (40%), home renovations (40%), and health and nutrition (37%).

In all categories, Australians tend to be more Info Seekers rather than Trusted Advisers. When buying a car, 49% of people have gone to their friends/family for advice compared to 27% who have provided advice to their friends/family.

Top Ten Word of Mouth Categories Discussed by Australians 14+

Source: Roy Morgan Single Source October 2010 — September 2011, n = 18,851.

John La Rosa, Industry Director - Agencies, Roy Morgan Research says:

“Marketers have always understood the importance and value of Word of Mouth to promote their products. With our research, we can look at how much each topic is being discussed and whose opinions are sought as trusted advisers, and where information seekers. In some areas, like Eating out at a restaurant, there is a large percentage of people who regards themselves as both.

“‘Trusted advisers’, those providing advice to friends and family are an important conduit to the rest of the population.

“Trusted advisers are not always first to try new products — indeed in some areas, trusted advisers are more likely the voice of caution, eg buying a car where trusted advisers tend to be older males; in others they are the voice of optimism, eg in make up where younger females tend to dominate the trusted adviser space.

“When it comes to giving advice, trusted advisers are more likely to be male for cars, electronics, computers and sporting equipment to name a few. Women however are more likely to be trusted advisers for information on fashion, skincare and beauty products, decorating your home and most grocery and retail products.

“From a sociological perspective it is interesting that when it comes to seeking advice, men are below average across all categories. Women are far more open to receive information especially when it relates to information from other women on fashion and beauty products.”

Click here to view our extensive range of Trusted Advisors Profiles and Information Seekers Profiles — on buying decisions including cars, books, fashion, and skincare; information on health, technology, renovation any many more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Please click on this link to the Roy Morgan Online Store.

For comments or further detail, please contact:

John La Rosa — Industry Director - Agencies

Office: 02 9021 9115    Facsimile: 02 9261 8512    Mobile: 0414 405 775

Email: John.LaRosa@RoyMorgan.com

About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has almost 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
25,000	±0.6	±0.5	±0.4	±0.3
50,000	±0.4	±0.4	±0.3	±0.2
100,000	±0.3	±0.3	±0.2	±0.1
250,000	±0.2	±0.2	±0.1	±0.1
500,000	±0.1	±0.1	±0.1	±0.1

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