It is very important for businesses to understand their customers and their shopping habits.

EMarketer released a great article, “College Perfect for Word of Mouth“, that summarizes several recent studies on the methods Americans use to gain information about products.

A study by Youth Trends shows that the top two methods college students use to gain information about a product are word of mouth (friends & family) and TV.

Only 29.6% of people over 65 use there friends and family for product information.