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BizReport : Social Marketing : November 13, 2007
The rise of the social researcher
A new study of social shopping has been released by the e-tailing group and PowerReviews in which they uncover a new breed of online shopper – the Social Researcher.
Of the 1,200 online shoppers surveyed by PowerReviews 65 percent were identified as Social Researchers. Passionate and dogged, Social Researchers actively seek out and absorb customer reviews. They place reviews in high regard, with 86 percent of them saying they find customer reviews extremely or very important.
Top-rated product lists are also a favorite with Social Researchers – over three quarters find them extremely or very important, found the study. And they don’t limit the products and services they research to those found online. Store and catalog items were also researched online in over half of all cases by 64 percent of Social Researchers.
“This influence turns the table on the customer/merchant relationship and ensures that reviews are only the beginning of this new shopping dynamic,” said Lauren Freedman, President of the e-tailing group.
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