Of 3,295 U.S. consumers surveyed by COLLOQUY, slightly more than one out of every four said they are far more likely to spread the word to family, friends and coworkers about a bad experience with a product or service than a good one. .
In a survey finding of equal significance, even among consumers who are most loyal to, engaged with and willing to recommend brands they like — 31% said they are far more likely to share information about a bad experience with a product or service than a good one.
Among key demographic groups, Affluent consumers, at 30%, scored highest for saying they’re far more likely to spread a bad experience. Seniors scored the lowest at 19%. In the other demographics, 25% of Young Adults and 25% of Women said they’re far more likely to share a bad experience. Hispanics’ score was 21%. COLLOQUY experts have adopted a little known term, “Madvocates,” as an apt name for consumers predisposed to engage in negative word or mouth practices after suffering a bad experience.