40% of consumers use e-mail to make recommendations to others

Valdis Krebs wrote on the Socnet mailing list: “Face-to-Face still rules in Word-of-Mouth according to this marketing research…”

> “Despite widespread technology adoption, marketers must understand
> that the majority of word-of-mouth is still done at the coffee house,
> in the mall, over brunch or at the gym,” [SNIP] “Although
> technology and the Internet play a significant role in spreading
> word-of-mouth, live discussions are still driving the trend.”

http://www.nopworld.com/news.asp?go=news_item&key=159

But I’m forced to disagree. The same article says:

40% of consumers use e-mail to make recommendations to others, including via personal e-mail (37%), by e-mail forwarding (32%) or through mass e-mails (12%). While slightly higher percentages of Influentials use e-mail (personal e-mail 53%, e-mail forwarding 39% and mass e-mails 18%), face-to-face communication still far outweighs this medium.

For such a new medium, that sounds like very high penetration to me!