Blogs as a New Advertisement Vehicle Burgeon in Japan: Word-of-Mouth (WOM) Advertising Market to Grow as Large as 13.25 Billion Yen in Fiscal 2010

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86.3% of Internet users spread word of mouth themselves.

Internet users who have an experience of spreading word of mouth account for 86.3%. The majority ‘tell friends and family in person’.  ‘Writing in my own website or blog’ was the top among the communication measures using the Internet. 

The report points out the reasons for less people writing in ordinary websites would have to do with psychological burden, since these websites have larger page views than their own website or blog.  That leads to the following concerns: 1. they have to be careful about the content and the manner of writing, and 2. they worry about being accused for writing wrong information.

Women engage in word of mouth more actively than men do.

Looking at the data by gender, women have more experience of spreading word of mouth about the products they purchased than men in all generations.  It seems women are more active than men in terms of WOM.