| Word-of-mouth communication between consumers about products and services has long been among the most important information sources for people to learn about products and services. The advent of the internet has ushered in an era in which people are able to communicate with more people, faster, and in more ways than ever before. The commercial off-the-shelf software category is one in which word-of-mouth communication, both in its online and offline forms, plays a significant role in the decision-making process. How important are various online and offline means of word-of-mouth based communication (i.e. blogs, chat/IM, consumer ratings, email, face-to-face, phone, social bookmarking, social networks, Twitter, text/SMS, virtual worlds) in the context of purchase decision-making in the commercial off-the-shelf software category? How important are these tools to high versus low spenders, influencers versus non-influencers, and followers versus non-followers? These questions and more are addressed in this fact-filled report based on a representative market survey of US online adults conducted in March 2009 by Prophis eResearch.
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- i. Introduction
- 1. Commercial off-the-shelf software spending
- 1.1. Past 12 month spend on commercial off-the-shelf software
- 1.2. High spend correlates
- 2. Reaching today’s commercial off-the-shelf software consumers
- 2.1. Importance of types of information and advertising among software shoppers
- 2.2. Word-of-mouth (WOM) communication and commercial off-the-shelf software decision-making
- 2.2.1. Use of selected communications technologies
- 2.2.2. Offline ways that software buyers tell others about software
- 2.2.3. Online ways that software buyers tell others about software
- 3.2.4. Offline ways that software buyers learn from others about software
- 3.2.5. Online ways that software buyers learn from others about software
- 3.2.6. Perceived impacts on others with respect to decision-making in the commercial off-the-shelf software market
- 3.2.7. Perceived expertise regarding commercial off-the-shelf software
- 3.2.8. Perceived influences from others with respect to decision-making in the commercial off-the-shelf software market
- 4. Key highlights
- Table of Figures
- Figure 1: Past 12 months spend on commercial off-the-shelf software among online US adults.
- Figure 2: Commercial off-the-shelf software segment size versus total volume of sales.
- Figure 3: Past 12 month spend on commercial off-the-shelf software by age segment.
- Figure 4: Past 12 month spend on commercial off-the-shelf software by gender.
- Figure 5: Past 12 month spend on commercial off-the-shelf software by household income.
- Figure 6: Past 12 month spend on commercial off-the-shelf software by work force participation.
- Figure 7: Importance of 16 selected information or advertising sources in helping decide what or where to purchase commercial off-the-shelf software.
- Figure 8: Producing and consuming content via various technologies (i.e. blogs, chat/IM, consumer ratings, email, social bookmarking, social networks, text/SMS, Twitter, virtual worlds) in the past 7 days.
- Figure 9: Importance of various offline word-of-mouth (WOM) means of communication (i.e. face-to-face, phone, text/SMS) that software purchasers use to communicate with others about what software to use or buy: High versus low spenders.
- Figure 10: Importance of various offline word-of-mouth (WOM) means of communication (i.e. face-to-face, phone, text/SMS) that software influencers use to tell others about what software to use or buy.
- Figure 11: Importance of various online word-of-mouth (WOM) communication (i.e. blogs, chat/IM, consumer ratings, email, social bookmarking, social networks, Twitter, virtual worlds) that software buyers use to communicate with other about what software to use or buy: High versus low spenders.
- Figure 12: Importance of various online word-of-mouth (WOM) means of communication (i.e. blogs, chat/IM, consumer ratings, email, social bookmarking, social networks, Twitter, virtual worlds) that software influencers use to tell others about what software to use or buy.
- Figure 13: Importance of various offline word-of-mouth (WOM) means of communication (i.e. face-to-face, phone, text/SMS) that software purchasers use to learn from others about what software to use or buy.
- Figure 14: Importance of various offline word-of-mouth (WOM) means of communication (i.e. face-to-face, phone, text/SMS) where software followers learn from others about what software to use or buy.
- Figure 15: Importance of various online word-of-mouth means of communication (i.e. blogs, chat/IM, consumer ratings, email, social bookmarking, social networks, Twitter, virtual worlds) that software purchasers use to learn from others about what software to use or buy: High versus low spenders.
- Figure 16: Importance of various online word-of-mouth (WOM) means of communication (i.e. blogs, chat/IM, consumer ratings, email, social bookmarking, social networks, Twitter, virtual worlds) where software followers learn from others about what software to use or buy.
- Figure 17: Trust that others have, propensity to tell others, and perceived impact that others have on software purchases made by people they know.
- Figure 18: Perceived knowledge level about software trends and likelihood to be a software early adopter.
- Figure 19: Trust in others, knowing what others say about new software, and perceived impact that others have on software use and purchase.
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