Public Relations firm Waggener Edstrom has conducted a survey that once again lends great credence to the influence of word of mouth in videogame purchases.  As reported in Gamasutra, the survey found that friends are three times more likely to influence game purchase decisions than advertising and marketing.   Friends advice trumped family members, with word of mouth among friends twice as likely to influence decisions.

Waggener Edstrom surveyed 507 gamers for the survey.  Coming out of its outreach, the firm also identified a category of influence multipliers defined as people who are able to greatly impact their friends game purchase decisions.  It found that about 21 percent of gamers fit the heavy influencer category.  Read more at Gamasutra.