Who are our word of mouth influencers?

WOM is the new buzz word in digital markteting, but how do we know who are the influences in the online world? Below chart shows that online searchers are much more likely to give advice about products or services they have purhcased. In fact, almost half (~48%) of online searchers give advice, whereas only 29% of all adults would do so. This is probably because most people are eager to share their wealth of information and knowledge with their friends and family. Companies should find these online searchers to help them promote their products online and offline.

Source: http://www.fuor.net/dnn/buzz+monitoring.aspx