BIGresearch: Work influences online shoppers

Social friends and family aren't the only influencers for today's online consumer. A recent report from BIGresearch points to workplace friends as a big influencer in online shopper's choices.

by Kristina Knight

According to the study, more than 95% of at-work purchases are made because of word of mouth reviews. The study further found that more than 92% of those shopping online from work ask co-workers for their suggestions and input before making a purchase.

BIGresearch surveyed 3,989 consumers in December 2007 to compile the results of the "At-Work Consumer Media and Shopping Behavior" study.

Currently about half of those shopping from work are actually conducting research into their next product purchase. Many of these consumers are focused on electronics buys and plan to purchase in-store after researching online.

This is an indication that marketers should re-think how they target online shoppers. Rather that focusing on a friend-based social network or message board, marketers would do well to also investigate the possibility of advertising on work-based social networks such as LinkedIn.

As several other reports have indicated, all social networks are not equal. Though MySpace and Facebook are the top dogs in the marketplace, there are niche sites that are attracting larger numbers of followers. The key with these niche sites is to choose wisely because many start-ups simply don’t have the reach to engage every consumer base.]