Thanks to Jeff Schmidt for the heads up on a recent study on WOM recommendations. The study (from GfK NOP) suggests that over 80% of recommendations occur offline although over 1/3 cited the web as an influential source for triggering recommendations.

Overall, this is no surprise. Most studies suggest offline vs online WOM sits at between 70 and 80%. See Keller Fay for the most recent I know of. Ed spoke at WOMMA San Fran. What's missing in the picture is that the online space is particularly unique as a WOM conduit. Although less people in real terms use the web to make recommendations, those opinions carry FAR further making online WOM particularly resonant.

If I said the above sitting at a pub table at my local, you wouldn't hear me.