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BizReport : Social Marketing : June 23, 2011

Reevoo: Today's purchase process "almost entirely social"

Less than a quarter of consumers surveyed by Reevoo believed their purchase decisions were influenced by advertising. Instead, the vast majority refer to friends, family, and even complete strangers on their social networks and review sites to aid them in making a decision.

by Helen Leggatt

reevoo.pngA recent study commissioned by social commerce business Reevoo has revealed what most already know - consumers value the opinions of their family and friends when considering a purchase.

Reevoo has put a few more figures against this well-documented trend.

One stat is that consumers spend just 6 minutes of a total 24-hour purchase journey on a retailer's website. Why, because they already know what they want having consulted their social networks and trawled through review sites.

Reevoo found that 87% look at consumer reviews before making a purchase, and 69% are more likely to give those reviews more weight when there is a mix of good and bad feedback.

Furthermore, 70% rate their friends' opinions and recommendations as important but just 28% value the recommendation of a store assistant. In fact, consumers have more faith in what the media have to say about a product or service (35%) that a store employee.

"Our latest research shows that today's purchase process is almost entirely social," says Reevoo, who claim implementing social content in review sites lifts sales on average 18%.

"This is because, before people buy anything, their first thought is to take advice from their family, friends and even from total strangers. And they get this advice from both established and evolving social channels, including consumer reviews and social networks such as Facebook."

Tags: consumer review, online shopping, purchase process, social media, word of mouth

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