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influencers or "conversation catalysts" make up 15% of the population, but account

for more than one-third of brand-related word-of-mouth, according to a study
released thursday by research firm keller fay. the study, based on interviews with
7,200 americans ages 13-69, found that so-called conversation catalysts referenced
brand names in at least 184 conversations each week, compared to 114 for non-
influencers. keller fay also found that certain brands are more likely to be named
than others; pepsi, coke, target, honda, sony and apple generated the highest
volume of word-of-mouth conversations among all the brands discussed. keller fay
also found that the overwhelming majority of conversations about brands occur
offline or on the phone--72% and 17%, compared to 4% that occur on instant or text
message, 3% on e-mail, and 1% in online chat rooms or blogs.