The document summarizes findings from a 2007 survey on word-of-mouth (WOM) marketing in Japan. Key findings include: 1. Over 86% of respondents received WOM in the last 6 months, with over 72% purchasing products or services as a result of WOM influence. 2. WOM from friends and family tends to raise brand awareness and interest the most. 3. The types of information commonly shared through WOM are features and content of brands, personal testimonials, and price. 4. WOM spreads in two phases - 64.5% shared their own experiences (1st phase) and 59.6% shared others' experiences (2nd phase

1. Word of Mouth Research 2007
Summary version in Japan
KUCHI-COMI Report
Research Report concerning purchasing decisions and
influence of "WOM”
September 2007

2. 2Objective
One of the leading Japanese advertising agencies, KOKOKUSHA Co. Ltd., (Tokyo) conducted
"Word of Mouth Research 2007" collaborated with Prof. Nihei of Asia University in May 2007.
The surveys have been taken place since 2003 annually, and this was the 4th execution in series.
The purpose of this survey is to study the impact of word of mouth (WOM) marketing. Based on
the Tsuzumi* model that the team has proposed, they had investigations over true figure of
WOM such as the way WOM spreads, information carried by WOM, relation between WOM
and media, and positive WOM vs. negative WOM. The feature in this edition is the elaborated
study in two phases of WOM spreads.
We call WOM KUCHI-COMI in Japan.
In sum, the study proved WOM is the ultimate personalized media, and strategic WOM
marketing would be necessary to win the market share. The result of this survey is available at
Kokokusha s website(http://www.kokokusha.co.jp/service/kuchikomi.html).
*Tsuzumi is a Japanese hourglass-shaped drum.
■Execution period May 2007
■Research method Internet panel research
■Coverage Men and women over 16 years old in Japan (total 800)
■Design and analysis Kokokusha., Co Ltd. / Nihei laboratory(Asia University)
■Cooperation Kishinami advertising office
CONNECT YOU KK
The report of this survey is available at: http://www.kokokusha.co.jp/service/kuchikomi.html

3. 3About TSUZUMI
TSUZUMI is a traditional musical instrument of Japan. It is a instrument played with KABUKI.
The KABUKI is the traditional stage drama in Japan, like your musical.
TSUZUMI makes verious sounds depending on the person who play it.
*TSUZUMI is a Japanese hourglass-shaped drum
鼓
Target
Target
Aware
Interested
WOM
Purchase
WOM
Target
Target
Consumers
WOM
Motivated
Customer
The spread of WOM

4. 4Attribute of Respondents
Ratio=%
50.0 50.0
Male Female
n
800
Sex
16.5 16.8 16.8 16.8 16.8 16.5
10’s 20’s 30’s 40’s 50’s 60 and over
n
800
Age
Occupation
18.5 8.5 2
.
3
27.8 34.3
Homemaker Homemake
r w/ job
office
worker
(Female)
Company
employee
Profession Business
Executive
s
Students,
others
4.93.9
n
800
44.4 55.6
Single Married
n
800
Marriage Status

5. 5Attribute of Respondents
43.4 1
.
3
2
.
0
9.3 20.3 2
.
5
7.9 0
.
3
①
Hokkai
do
②
Tohoku
③
Kanto
④
Koshi
netsu
⑤
Hoku
riku
⑥
Toukai
⑦
Kansai
⑧
Chugo
ku
⑨
Shikoku
⑩
Kyusyu
⑪
Okinaw
a
n
8004.9 4.6 3.8
Coverage
①Hokkaido
北海道
②Tohoku
東北
③Kanto 関東
④Koshinetsu
甲信越
⑥Toukai
東海
⑦Kansai
関西
⑧Chugoku
中国
⑨
Shikoku
四国
⑩Kyusyu
九州
⑪Okinawa
沖縄
TOKYO
%
①Hokkaido 4.9
②Tohoku 4.6
③Kanto 43.4
④koshinetsu 1.3
⑤Hokuriku 2.0
⑥Kanto 9.3
⑦Kansai 20.3
⑧Chugoku 3.8
⑨ShiKoku 2.5
⑩Kyusyu 7.9
⑪Okinawa 0.3
Ratio

6. Get interested
because of WOM
purchase products
because of WOM
Share own testimonials by
WOM
Chapter 1
Influence and
Spread of WOM
Tell
others
Receive WOM
Own experience
Receive
Spread
Chapter 4
WOM Influence on purchase
How do WOM transfers from
one person to another?
Contents of WOM
Chapter 2
Two phases of
WOM Spread
Chapter 6
Relation between
WOM and Media
Chapter 3
Positive WOM vs. Negative WOM
Chapter 5
Customer Advocacy through WOM
AWARENESS
(Trigger for
brand awareness)
PURCHASE
(Trigger to purchase)
INTEREST
（trigger to interest）
person
person
WOM
WOM
First Spread of WOM
person
person
WOM
Second Spread of WOM
Prospects
Customers
Potential customers
56.4%(SA)
59.6%(SA)
KUCHI-COMI(WOM) Marketing Structure Analysis
Targets
Consumers
Motivated
Share someone's
testimonials by WOM
Third person’s experience
Chapter 7
Change of lifestyle and media consumption
Spread of WOM
How often do consumers
receive and/or release WOM?

7. Chapter 1
Influence and Spread of WOM （KUCHI-COMI）
The way WOM spreads
The influence of WOM
Who is your WOM giver?
How do you receive WOM the most?
What kind of information does WOM carry?

8. 8Aspect of Analysis
Summary 1
86.3% received WOM during past 6 months.
72.3% purchased products/service as the result of the WOM influence
in the last 6 months.
Target
Target
Aware
Interested
WOM
Purchase
WOM
Target
Target
Consumers
WOM
Motivated
(past 6months)
I received/released WOM.
(past 6months)
I got interested through WOM.
(past 6months)
The WOM become the trigger for purchase.
76.4%
(past 6months)
The WOM lead me to purchase eventually.
72.3%
86.3%
84.4%
1
2
3
4
Customer

9. 9Influence of WOM（KUCHI-COMI）
Q6 How often did you receive WOM during past 6 months?
Moreover, how large was the influence of WOM on your purchase decision making?(sa)
*sa=single answer
21.0 39.5 25.8 13.7
Interested 15.1 39.5 29.8 15.6
Motivated 29.3 37.1 23.6
Purchase 25.8 40.0 27.7
Often Sometimes Rarely Never
＃
800
800
800
800
10.0
6.5
Aware(past 6months)
I received/released WOM.
(past 6months)
I got interested through WOM.
(past 6months)
WOM become the trigger for purchase.
76.4%
(past 6months)
WOM lead me to purchase eventually.
72.3%
86.3%
84.4%
1
2
3
4
Often
Sometimes
+ Rarely
TOTAL %

10. 10How do you receive WOM the most?
Summary 2
WOM from friends/family tends to raise brand awareness and interests.
Q. How did you receive WOM mostly in the last 6 months? (ma）
*ma=multiple answer
81.0
14.8
19.6
10.4
26.7
32.3
1.6
74.5
12.1
16.6
7.1
25.6
31.1
1.8
71.8
10.1
15.5
6.1
28.6 28.0
2.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
WOM resulted in Awareness 81.0 14.8 19.6 10.4 26.7 32.3 1.6
WOM resulted in Interesting 74.5 12.1 16.6 7.1 25.6 31.1 1.8
WOM resulted in Purchasing 71.8 10.1 15.5 6.1 28.6 28.0 2.0
Face to Face Telephone E-Mail sms UGC websites Sns websaites Other
Online WOM
Real WOM

11. 11Who is your WOM giver?
Q. Who gives you WOM mostly? （ma) WOM from friends is outstanding.
46.5
38.4
47.8
20.0
23.3
17.2
33.5
1.9
38.1
35.6
42.4
19.0 19.7
13.6
32.3
2.4
35.5
29.3
37.8
19.8
16.7
10.6
33.6
2.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
WOM resulted in Awareness 46.5 38.4 47.8 20.0 23.3 17.2 33.5 1.9
WOM resulted in Interesting 38.1 35.6 42.4 19.0 19.7 13.6 32.3 2.4
WOM resulted in Purchasing 35.5 29.3 37.8 19.8 16.7 10.6 33.6 2.5
Family and
Relatives
Friends with
common
interests
Friends
Someone
familiar
Co-worker
Extended
friends
User Others

12. 12What kind of information does WOM carry?
Summary 3
“What was the WOM you received and/or released about?”
#1: Feature and content of the brand #2: Testimonials #3:Price
People wants to receive both negative and positive information by WOM.
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
What kind of WOM did you hear?
What kind of WOM did you interested in?
Purchasing Triger by WOM
Q. What was the WOM you received about?(ma)
A B C D E F G H I J K L M N
A: Release of the products/service
B: Features of the products/service
C: Feature which has created buzz
D: Price
E: Products style and design
K: Own experience with the products/service
L: Promotion campaign
M: Manufacture’s environmental consciousness
N: User’s opinion
F: Sophistication of the TVCM
G: Campaign character(s)
H: Celebrity users
I: CM music
J: CM Storyline
Aware through WOM
Interested through WOM
Motivated through WOM

13. Chapter 2
Two Phases of WOM Spread

14. 14Aspect of Analysis
Source of WOM
“I shared my experience with other people
by WOM.”
First Spread 64.5%
Second Spread 59.6%
WOM from third-party
and
TV CM
Target
Target
Aware
Interested
WOM
Customer
WOM
Target
Target
Consumer
WOM
Motivated
Two phases of WOM spread
“I shared another person’s experience with
other people by WOM.”
Purchase
:

15. 15Two phases of WOM spread
Summary 1
64.5％ : the first spread of WOM
59.6％ : the second spread of WOM
Summary 2
The spreads of WOM among women are wider and faster than those among men.
A lot of WOM circulates among teenagers using mobile phones.
-Source of WOM-
Summary 3
Major media which promotes the second spreads of WOM are WOM and TV.
1st WOM from friends 37.1%
2nd TV 35.6%
3rd Retail outlet promotion 21.2%
4th User’s opinion 20.8%
5th Online community 18.4%

16. 16Two phases of WOM spread
First Spread 64.5%
■Who
1st Family, relatives 57.2%
2nd Friends 52.9%
3rd Friends with same interests
45.3%
■How
1st Face to face 89.1%
2nd Over the phone 21.1%
3rd Post messages on
online community 20.7%
■Why (B/C:Because)
1st B/C I want to introduce good products. 64.7%
2nd B/C the listener wants to look good. 48.6%
3rd B/C It’s highly novel information. 28.5%
“I have WOMed my experience to others before.”
Second Spread 59.6%
“I have WOMed someone’s experience to others before.”
■Who
1st Family, relatives 57.7%
2nd Friends 48.2%
3rd Friends of community 43.4%
■How
1st face to face 88.7%
2nd over the phone 18.7%
3rd post messages in
online community 15.7%
■Why
1st B/C I want to introduce good products. 53.5%
2nd B/C the listener wants to look good. 47.8%
3rd B/C. It’s highly novel information 25.8%
■Source of WOM
1st WOM from Friends 37.1%
2nd TV CM 35.6%
3rd Retail outlet promotions 21.2%
4th User’s opinion 20.8%
5th Online community 18.4%
■What
67.7% of panelists answered features and contents of service/
products.

17. 17First Spread of WOM
Q11. How often do you WOM your experience to others?(sa)
First Spread: to WOM OWN experience to others
Total 23.5 34.0 35.5
Male Total 21.3 31.3 40.8
10’s. 10.6 22.7 25.8 40.9
20’s 29.9 28.4 34.3
30’s 10.4 20.9 28.4 40.3
40’s 16.4 32.8 46.3
50’s 20.9 31.3 43.3
60 and over 16.7 40.9 39.4
Female Total 25.8 36.8 30.3
10’s 22.7 18.2 53.0
20’s 9.0 31.3 38.8 20.9
30’s 9.0 22.4 43.3 25.4
40’s 9.0 19.4 43.3 28.4
50’s 32.8 43.3 17.9
60 and over 25.8 33.3 36.4
Often Sometimes Rarely Never ｎ
800
400
66
67
67
67
67
66
400
66
67
67
67
67
66
7.0
6.8
7.5
4.5
4.5
3.0
7.2
6.1
6.0
4.5
DID: 64.5％
Often
Sometimes
+ Rarely
DID

18. 18Second Spread of WOM -frequency
Q11. How often do you WOM someone else’s experience to others?(sa)
Second Spread: to WOM THIRD PERSON’s experience to others
DID: 59.6％
Total 20.0 34.0 40.4
Male Total 19.0 31.0 45.3
10’s 22.7 25.8 45.5
20’s 29.9 26.9 38.8
30’s 9.0 17.9 25.4 47.8
40’s 13.4 35.8 47.8
50’s 19.4 29.9 49.3
60 and over 10.6 42.4 42.4
Female Total 21.0 37.0 35.5
10’s 18.2 19.7 56.1
20’s 29.9 38.8 26.9
30’s 17.9 41.8 32.8
40’s 9.0 16.4 43.3 31.3
50’s 25.4 46.3 20.9
60 and over 18.2 31.8 45.5
Often Sometimes Rarely Never
ｎ
800
400
66
67
67
67
67
66
400
66
67
67
67
67
66
5.6
4.8
6.1
4.5
3.0
1.5
4.5
6.5
6.1
4.5
7.5
7.5
4.5
Usually
5.6%
Sometim
es
20.0%
A little
34.0%
Never
40.4%
Often
Sometimes
Rarely
34.0%
Often
Sometimes
+ Rarely
DID

19. 19Second Spread of WOM -contents
Q15. What do you WOM about?(ma)
■Overall
In the second phase of WOM spread, the subject discussed the most is about product/service features
followed by price, popularity and speaker’s own testimonials.
■Sex
More women tend to tell others about their experience with a product/ service and good deals compared
with men.
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Total
Male total
Female total
Horizontal％ TOTAL A B C D E F G H I J K L M N O
tal 477 67.7 37.3 36.9 36.3 33.8 17.2 14.9 10.3 5.9 5.7 5.0 3.8 3.1 2.9 0.8
ale Total 219 69.9 38.8 39.3 35.6 26.5 14.2 9.6 10.0 4.6 5.0 5.0 2.3 0.9 3.2 1.4
ale Teens 36 66.7 27.8 50.0 41.7 22.2 13.9 5.6 19.4 13.9 5.6 5.6 0.0 2.8 0.0 2.8
ale 20s 41 78.0 29.3 36.6 31.7 24.4 24.4 9.8 12.2 7.3 7.3 9.8 4.9 0.0 7.3 2.4
ale 30s 35 62.9 45.7 48.6 31.4 22.9 14.3 8.6 14.3 0.0 2.9 5.7 0.0 2.9 2.9 0.0
ale 40s 35 71.4 40.0 34.3 31.4 28.6 11.4 11.4 5.7 0.0 0.0 2.9 2.9 0.0 0.0 0.0
ale 50s 34 73.5 44.1 44.1 44.1 32.4 8.8 20.6 2.9 2.9 5.9 2.9 2.9 0.0 5.9 0.0
ale 60 and over 38 65.8 47.4 23.7 34.2 28.9 10.5 2.6 5.3 2.6 7.9 2.6 2.6 0.0 2.6 2.6
emale Total 258 65.9 36.0 34.9 36.8 39.9 19.8 19.4 10.5 7.0 6.2 5.0 5.0 5.0 2.7 0.4
emale Teens 29 65.5 20.7 41.4 17.2 27.6 17.2 13.8 17.2 10.3 3.4 3.4 3.4 10.3 3.4 0.0
emale 20s 49 59.2 40.8 36.7 38.8 38.8 20.4 18.4 10.2 14.3 8.2 6.1 8.2 6.1 4.1 0.0
emale 30s 45 77.8 37.8 37.8 35.6 44.4 20.0 26.7 4.4 4.4 8.9 8.9 0.0 6.7 4.4 0.0
emale 40s 46 69.6 37.0 37.0 41.3 41.3 21.7 17.4 10.9 2.2 8.7 6.5 4.3 4.3 2.2 0.0
emale 50s 53 66.0 37.7 26.4 43.4 41.5 20.8 20.8 15.1 7.5 3.8 1.9 7.5 3.8 0.0 0.0
emale 60 and over 36 55.6 36.1 33.3 36.1 41.7 16.7 16.7 5.6 2.8 2.8 2.8 5.6 0.0 2.8 2.8
To
M
M
M
M
M
M
M
F
F
F
F
F
F
F
A) Features of the
products/service
B) Price
C) Release of the
products/service
D) Feature which has
created buzz
E) Own experience
with the
products/service
F) User’s opinion
G) Promotion
campaign
H) Products style and
design
I) Sophistication of
the TVCM
J) Campaign
character(s)
K) CM music
L) Manufacture is
environmentally
conscious
M) Celebrity users
N) CM Storyline
O) Others

20. 20Second Spread of WOM -source
Q17.What was the source of WOM?
■Major source of information in second spread of WOM are WOM from friends and TV.
Women WOM a lot based on endorsements from friends.
UGC websites are one of important sources for men.
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
total
men
women
A) Friends
B) TV
C) Retail Outlet Promotion
D) Users
E) SNS websites
F) Magazines
G) Other Websites
H) UGC websites
I) Online ads
J) Newspaper
K) Someone familiar w/ the product field
L) Search Engines
M) Company websites
N) Clerk/Salespeople
O) News/ news websites
P) Collaterals in store
Q) Newspaper flyers
R) Direct Mail
S) Radio
T) Billboards
U) Online Video
V) Events/Exhibitions
W) Transportation Ads
X) Others
A B C D E F G H I J K L M N O P Q R S T U V W X

21. Chapter 3
Positive WOM vs. Negative WOM

22. 22Positive WOM vs. Negative WOM
Q31. Did you discourage anyone to buy a product/service based on your bad
experience with it past 6 months? Moreover, did you tell anyone about someone’s bad
experience which were WOMed by third person past 6 month? (sa)
Never
35.5%
A litte
34.0%
Someti
mes
23.5%
Usually
7.0%
First Spread of Positive WOM
Second Spread of Positive WOM
Q11 POSITIVE
Yes =64.5％
Fist Spread of Negative WOM
Q. Have you WOMed YOUR bad
experience to others?
Yes: 37.3％
N=800
Often
4.0%
Sometimes
8.0%
Rarely
25.3%
Never
62.7%
Often
3.8%
Sometimes
6.6%
Rarely
25.1%
Never
64.5%
Second Spread of Negative WOM
Q. Have you WOMed SOMEONE’s
bad experience to others?
A little
34.0%
Sometim
es
20.0%Never
40.4%
Often
5.6%
Often
Sometimes
Sometimes
Rarely
Rarely 34.0%
n=800
n=800
Yes＝59.6％
Yes: 35.5％

23. Chapter 4
WOM Influence on Purchasing

24. 24Influence of WOM
Condition
In Question 18 (see the next page), investigates which was the most important purchase
trigger for all products/services bought over the last 6 months.
SUM 1: Cosmetics (which are popular product among female office workers
and housewives) with 10.3%, gained the largest ratio in the category of purchase
frequency.
9.3% for Food & Beverages including alcohol following cosmetics
7.6% for daily commodities, supplemental foods and drugs following foods &
beverages
SUM 2: Purchasing decisions are strongly influenced by WOM: cosmetics;
digital camera and video recorder; dairy commodities, supplemental foods, and
apparel; vacation related service
Following products categories were among the top five with regards to
purchasing amount.
Cosmetics; daily commodities, supplements foods and Cloths; and
vacation/leisure related products.

25. 25Products purchased in the past 6 months
Q18.What is the top-ranked product category for all purchase made
in the past 6 months ?
The top ranked product category was cosmetics, which is highly supported by all housewives
and female office workers. (OL)
WOM influenced cosmetics purchases account for 15.2%.
10.3
9.3
7.6 7.6
7.1
6.6
5.4
5.0 5.0 4.8
4.0 3.9 3.8 3.6
3.1 2.9
1.9 1.8
6.5
15.2
8.6
9.8
7.4
1.6
7.0
4.5
3.7
4.5
7.0
4.5
4.9
4.1
2.9
3.3
2.5
0.4
1.2
7.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
Purchase amount × WOM influence (in Q20) × Occupation
TOTAL A B C D E F G H I J K L M N O P Q R S
800 10.3 9.3 7.6 7.6 7.1 6.6 5.4 5.0 5.0 4.8 4.0 3.9 3.8 3.6 3.1 2.9 1.9 1.8 6.5
Q20 VeryInfluenced 244 15.2 8.6 9.8 7.4 1.6 7.0 4.5 3.7 4.5 7.0 4.5 4.9 4.1 2.9 3.3 2.5 0.4 1.2 7.0
Homemakers 148 18.2 7.4 13.5 4.1 5.4 2.7 4.1 2.0 0.7 4.7 2.7 6.1 4.7 6.8 0.0 2.7 1.4 3.4 9.5
Homemakers w/ job 68 11.8 16.2 7.4 5.9 10.3 8.8 1.5 4.4 1.5 4.4 4.4 5.9 2.9 5.9 1.5 0.0 0.0 2.9 4.4
Female office workers 18 33.3 5.6 11.1 0.0 5.6 0.0 5.6 5.6 0.0 0.0 0.0 11.1 5.6 5.6 0.0 0.0 5.6 0.0 5.6
Corpanyemmployee 222 5.0 8.6 8.6 8.1 5.9 7.7 5.4 3.6 9.9 7.2 5.4 4.1 4.1 2.3 1.8 3.2 2.3 1.4 5.9
Professions 31 0.0 9.7 6.5 9.7 3.2 6.5 3.2 3.2 0.0 9.7 6.5 3.2 6.5 9.7 3.2 3.2 3.2 3.2 9.7
Business Executives 39 2.6 7.7 2.6 5.1 10.3 5.1 2.6 2.6 5.1 2.6 5.1 5.1 5.1 2.6 12.8 10.3 5.1 0.0 7.7
Students, others 274 10.6 9.5 4.4 10.2 8.4 8.0 7.7 8.4 5.1 2.9 3.3 1.5 2.6 1.8 5.1 2.6 1.5 1.1 5.5
TOTAL
Occupation
*WOM influence herein indicates
horizontal % of “very influenced"
matrix quoted from Q 20.
Total
strongly influenced by WOM
A) Cosmetics
B) Foods/beverages (inc. Alcohol)
C) Daily commodities, supplemental
foods, drugs
D) PC/Printers for home use
E) Clothing
F) Cell Phones
G) CD's, DVD's
H) Books, Magazines
I) Game Consoles
J) Digital Cameras, video recorders
K) AV equipments
L) Travel, accommodation, recreation service
M) Financial products (ie loan, insurance)
O) Consumer electronics
P) PC software, games
Q) PC/Printers for office use
R) Cars
S) Mail Order products (inc. education
service)
T) Others

26. 26Products purchased in past 6 months –WOM influence
Q20. How much did WOM influence on your purchasing decision?(sa)
71% for numeric value of total WOM
influence on consumers
The ratio of “very influenced” in
cosmetics was the highest.
Total 30.5 40.5 29.0
Cosmetics 45.1 37.8 17.1
Foods & Beverages (incl. Alcohol) 28.4 36.5 35.1
Daily Commodities, Supplemental
foods, and Drugs
39.3 41.0 19.7
PC/printers for private use 29.5 44.3 26.2
Clothing 54.4 38.6
Cell phone 32.1 45.3 22.6
Music, CD, movie and DVDs 25.6 34.9 39.5
Books and magazines 22.5 42.5 35.0
Game Consoles 27.5 50.0 22.5
Digital cameras, video recorders 44.7 31.6 23.7
AV equipments 34.4 46.9 18.8
Travel, accommodation, recreation
facility
38.7 48.4 12.9
Financial Products (ie. loan, insurance) 33.3 33.3 33.3
Consumer products 24.1 41.4 34.5
PC Software, Games 32.0 40.0 28.0
PC/Printers for office use 26.1 43.5 30.4
Cars 40.0 53.3
Mail-order products
(incl. education service)
21.4 28.6 50.0
Others 32.7 25.0 42.3
Very influenced Influenced Not at all
ｎ
800
82
74
7.0
6.7
61
61
57
53
Very
Influenced
30.5 %
Influenced
40.5 %
Not at all
29.0%
43
40
40
38
32
31
30
Very influenced + influenced
=71%
29
25
23
15
14
52

27. Chapter 5
Customer Advocacy through WOM

28. 28Customer Advocacy through WOM
SUMMARY 1
The most common way that customer advocacy spreads is via face-to-face conversation.
The most common reason why customers spread advocacy is “want to introduce good products
to others.”
One of the notable facts is that women in their 20’s and 30’s, who WOM the most, are frequent users of SNS websites.
Breakdown of Customer Advocacy through WOM
WHO
1st Friends 46.2%
2nd Friends
with same interest 44.6%
3rd Family/Relatives 41.7%
<Notes>
•Men advocate to friends the most while women
do to family/relatives the most.
•Teenagers give advocacy to friends mostly in
both gender.
•Men in their 30’s to 50s, tend to give advocacy
to co-workers. On the other hand, men in their
10’s, 20’s and 60’ give advocacy to friends the
most.
•Women tend to give advocacy to friends and
family equally unlike males.
HOW
1st Talk face to face 85.6%
2nd Talk over the phone 22.6%
3rd Post messages
on SNS websites 17.8%
<Notes>
•Face-to-face conversation transmission has
been dominant since the “WOM research” started.
•Women have more occasions to WOM over the
phone compared with men. In addition, women in
their 20’s and 30’s, who WOM the most, are
frequent user of SNS websites.
•Most of male customers carry product advocacy
via face to face conversations.
■WHY
1st Like to introduce
good products 67.0%
2nd Would make others happy 39.0%
3rd It’s highly novel information
16.2%
<Notes>
Women have more desire to tell others about a
product/service that they believe in its
usefulness compared with men.

29. Chapter 6
Relation between
WOM and Media

30. 30Outline
TARGET
TARGET
Potential Customers
WOM
Customers
Loyal customers
WOM
TARGET
TARGET
Targets
WOM
Aware
Interested
Purchase
Motivated
Recommend
Satisfied
Spread
C
C
B
Phase of Customer Attitude
① Source of information which
made the consumer aware
② Source of information which
made the consumer interested
③ Source of information which
made the consumer to buy the
product
SUM 1: WOM from friends is ranked within top 3 at three phase of Awareness,
Interests and Purchase
This survey shows that over-the-counter promotion influenced consumers behavior at every phase of
awareness, interest and purchasing at most.
WOM from friends heavily influences on brand interest and purchasing.
SUM 2: Online WOM among 10’s and 20’s remain growing
Young generation, who are in their 10’s and 20’s, uses UGC websites the most. 41.6% of all respondent make posts
on those websites. Daily basis message posters are 10%, and weekly ones are 29.9%. Most teenagers post
messages on everyday basis, and most of people in their 20’s and 30’s post on weekly basis. Online videos audience
is 85.7% of total respondents of both genders.
Prospective Customers
Consumers

31. 31
Potential Customers
Customer
Contribution to brand awareness
Contribution to brand interest
Contribution to brand purchase
Consumers
Targets
Over –the-counter
23.5%
WOM from friends
17.5%
TV ads
22.3%
WOM from friends
18.9%
Over-the-counter
22.5%
WOM from friends
13.1%
Company website
11.4%
Over-the-counter
26.4%
WOM influenced purchasing
71%
WOMInfluence
purchasingdecisions
SpreadofWOM
TV ads
18.6%
WOM
source
Each 3 figures in A,B and C indicates the ratio of the products customers who think those information
source were lead of "Awareness", "Interest" and "Purchase" on shopping in the past 6 months.
Relation between WOM and Mass Media
Experience of giving WOM advocacy
54.9%
Total WOM*: 39.9%
Total WOM: 44.2%
Total WOM: 38.0%
A) Aware
B) Interested
C) Motivated
Prospective
Customers
wom
wom wom

32. 32The Influence of Mass Media on the 3 Stages
“Awareness Trigger" “Interest Trigger" “Purchase Trigger"
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Awareness
Interset
Purchase
*ordered by quantity
N=800
A B C D E F G H I J K L M N O P Q R S T U V W V W
Awareness trigger 23.5 22.3 17.5 12.0 9.5 9.5 9.3 8.5 8.1 6.8 6.6 5.5 5.4 4.6 4.6 4.5 3.9 3.0 0.8 0.6 0.5 0.3 0.3 2.4 7.0
Interest trigger 22.5 18.6 18.9 11.6 9.6 7.6 6.1 9.8 6.9 7.6 4.9 4.3 5.5 6.5 3.3 3.1 3.5 2.0 0.6 1.0 0.3 0.5 0.1 3.9 8.8
Purchase trigger 26.4 9.3 13.1 11.4 7.1 2.9 3.3 10.5 4.3 10.1 4.6 2.5 4.4 6.4 2.5 2.0 3.6 1.9 0.6 0.3 0.3 0.5 0.3 3.4 9.8
N) Users
O) News/ news websites
P) Newspaper flyers
Q) Someone familiar w/ the product field
R) Direct Mail
S) Events/Exhibitions
T) Billboards
U) Radio
V) Transportation Ads
W) Online Video
X) Others
Y) N/A
A) Retail Outlet Promotion
B) TV
C) Friends
D) Company websites
E) Other Websites
F) Magazines
G) Internet Ads
H) UGC websites (price comparison)
I) Collaterals in stores
J) Clerks/Salespeople
K) Search Engines
L) Newspapers
M) SNS websites

33. 33The Influence of Media on 3 Stages ver: Homemakers
The Influence of Mass Media on Housewives (216 people)
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Awareness
Interest
Purchase
N=216 A B C D E F G H I J K L M N O P Q R S T U V W X Y
Awareness trigger 30.1 28.7 20.4 10.2 9.7 9.3 8.8 8.8 8.3 8.3 8.3 8.3 7.9 6.5 5.1 5.1 4.6 2.3 1.4 0.9 0.5 0.5 0.0 2.8 3.2
Interest trigger 24.1 25.5 23.1 8.3 8.8 8.3 6.5 5.6 6.9 6.9 5.1 4.6 6.5 5.6 4.6 3.7 8.8 2.8 0.5 0.9 1.4 0.0 0.0 4.6 4.6
Purchase trigger 26.4 10.2 13.4 8.3 12.5 5.6 6.9 3.7 1.4 8.3 2.3 1.9 4.6 3.2 4.6 4.6 9.3 2.8 0.9 1.4 0.5 0.5 0.0 4.6 6.9
TV, Retail Outlet Promotion, and WOM from Friends equally bring awareness to housewives.
In terms of influence on purchase, the order is as follows: A)ROP;C) Friends; F)Clerk/Salespeople.
*ordered by quantity
A) Retail Outlet Promotion
B) TV
C) Friends
D) Company websites
E) Clerk/Salespeople
F) Other Websites
G) Collaterals in stores
H) Newspaper flyers
I) Magazines
J) UGC websites (price comparison)
K) Newspaper
L) Internet Ads
M) Search Engines
N) SNS websites
M) Someone familiar w/ the product field
N) Direct Mail
O) Users
P) News/ news websites
Q) Events/Exhibitions
R) Transportation Ads
S) Billboards
T) Radio
U) Online Video
V) Others
W) N/A

34. Chapter 7
Changes in Lifestyle and Media Consumption

35. 35Online Video Consumption
Q35. Do you usually watch online videos?(sa)
83.7% of all respondents watch online video (sum of frequent, occasional and rare viewers).
The ratio of “Frequent” viewer is the highest in male teenagers, and 90% of men in each segments of
20’s, 30’s and 40’s are online video audience(frequently, occasional and rare viewers).
More than 90 % of women in their 20’s and 30’s are online video audience as well.
Total 18.3 30.6 34.9 16.3
Male Total 20.0 32.8 33.3 14.0
10’s 39.4 30.3 18.2 12.1
20’s 14.9 44.8 29.9 10.4
30’s 22.4 32.8 34.3 10.4
40’s 17.9 34.3 37.3 10.4
50’s 20.9 25.4 35.8 17.9
60 and over 28.8 43.9 22.7
Female Total 16.5 28.5 36.5 18.5
10’s 31.8 22.7 27.3 18.2
20’s 25.4 37.3 26.9 10.4
30’s 13.4 32.8 44.8 9.0
40’s 11.9 34.3 37.3 16.4
50’s 32.8 40.3 20.9
60 and over 10.6 10.6 42.4 36.4
Frequently occasionally Rarely Never #
800
400
66
67
67
67
67
66
400
66
67
67
67
67
66
6.0
4.5
83.7% are online video audience

36. 36Changes in Media Consumption last year
Q36. How did you change the consumption of media this year compared with last year?(sa)
Watch analog-broadcasted TV 23.6 54.9 15.4
Watch Digital-broadcasted TV 19.9 13.8 63.7
Watch TV subscriptions (BS, CS, cable TV etc) 20.5 65.6
Listen to radio 12.3 47.6 32.3
Read newspapers 12.4 10.9 63.4 13.4
Read magazines 11.4 19.8 55.3 13.6
Check newspaper fliers 11.9 13.9 57.6 16.6
Read free magazines (R25, Saikei Living City Living etc) 12.8 44.9 32.4
Surf the Internet on PC 46.3 50.0
View SNS website on PC 29.6 39.6 22.0
Watch online videos 36.4 40.5 15.6
Surf the Internet on cell phone 17.3 30.0 47.5
Watch DVD’s 25.4 12.1 42.8 19.8
Play games on home game consoles (Wii, Playstation etc) 9.1 14.2 20.0 56.6
Play games on portable game consoles (Nintendo DS, PSP etc) 18.5 21.5 51.0
Increased Decreased No change Do not use
#
800
800
800
800
800
800
800
800
800
800
800
800
800
800
800
6.1
2.6
8.5 5.4
7.9
10.0
2.5 1.3
8.8
7.5
5.3
9.0
84.6%
36.3%
34.4%
67.8%
86.7%
86.5%
83.4%
67.7%
98.8%
78.0%
84.4%
52.6%
80.3%
43.3%
49.0%

37. 37Changes in Media Consumption last 1 year
The Comparison of “Increase” and “Decrease” in a year ago.
Online Videos recorded second with increase.
Magazines and Analog-broadcasted TVs shows decrease, but more than 50% have not changed.
Increase and Decrease in Media usage
10
20
30
40
50
60
70
%
Increase
Decrease
NO change
Frequency increased
A B C D E F G H I J K L M N
A) Internet browse with PC
B) online movie
C) online community (blogging, SNS websites)
D) game
E) DVD
F) digital-broadcasted TV
G) Internet browse with cell phone
H) free magazines/newspapers
I) Newspapers
J) Newspaper flier
K) Magazines
L) TV subscription (BS/CS:skyperfecTV, WOWWOW)
M) Radio
N) analog-broadcasted TV

38. 38Changes in Media Consumption last 1 year
Q36. Among the 15 media below, which one exhibits usage change?
Change in amount of time spent on Media (Increased - decreased)
43.8
28.9
20.8
17.3
13.3 12 9.5
3.1 2.8 1.5
-2 -4.4 -5.2
-8.4
-17.5
-40
-20
0
20
40
60
80
100
120
%
Change
Usage ratio
A B C D E F G H I J K L M N O
The graph below indicates the change in amount of time spent on media. It should be noted that TV
keeps shifting from analog to digital in Japan. Only newspapers recorded growth among traditional media.
H) free magazines/newspapers
I) newspaper
J) newspaper flyers
K) radio
L) magazines
M) analog-broadcasted TV
N) home game (PS, Wii)
A) Browse Internet with PC
B) online movie
C) online community (blogging, SNS websites)
D) digital-broadcasted TV
E) DVD
F) Browse Internet with cell phone
G) portable game (Nintendo DS, PSP)
H) TV subscription (BS/CS:skyperfecTV, WOWWOW)

39. 39Contacts
Masayuki Nakajima Senior Marketer
KOKOKUSHA Marketing Dept / WOM Research 2007 team
Tel: 03-3775-0085
Fax: 03-3575-0086
E-mail: mnaka@kokokusha.co.jp
*translation cooperation
Chiyoe Yamamoto
KOKOKUSHA Network Sales Dept / WOM Research 2007 team (Proofreader)
KOKOKUSHA Co.,LTD
KOJUN Building 7F
6-8-7 Ginza,Chuo-ku,Tokyo Japan, 104-8111
http://www.kokokusha.co.jp
*Translation supervision
Rainer Jeske
CONNECTYOU K.K., President
AIG Building Suite B1
1-1-3 Marunouchi, Chiyoda-ku, Tokyo 100-0005, Japan
Tel: 03-5288-5227
Fax: 03-5288-5353
Mobile: 090-7247-7959
E-mail: rainer@connectyou.biz