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Participation in most of the social media and word-of-mouth activities was highest among younger adults, almost one-half of whom gave in-person advice based on online information. Respondents ages 18 to 24 were also more likely than older Web users to post ratings and reviews, share links, and have a blog.

Forum participants were significantly more likely to take part in all the activities queried. Notably: 65% of forum contributors give advice offline based on information found online, compared with 35% of noncontributors. 66% of forum contributors post online ratings and reviews, compared with 16.8% of noncontributors. 43.6% of forum contributors share links to articles and reviews, versus 12% of noncontributors. 20.6% of forum contributors publish a blog, compared with 2.1% of noncontributors. Users of forums, who are already actively engaged in online social activity, make for “enthusiastic consumers and influential brand advocates,”