Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Social Marketing : May 03, 2012
Online reviews trump peer-to-peer word of mouth
The opinion of a stranger would now appear to be more useful than that of a family member or friend, according to findings from the latest Eccomplished quarterly survey.
While 23% of online shoppers said they asked their family's and friends' opinion to help them make a purchase decision, significantly more (31%) turned to online product reviews or endorsements.
According to Issue 1 of the Eccomplished Quarterly (.pdf), "The importance of peer-to-peer word of mouth is compounded further by more shoppers citing having read comments on an online article (18%) than reading an article itself (14%) to help them make a purchase decision."
Post-purchase, more consumers were likely to post an online review or complete an online rating (39%) than recommend to their friends and family (35%).
The role of social media was found to be minimal - just 6% turned to their networks to help make a purchase decision. Among younger generations this percent is higher at 11% for 18-34 year olds. Just 10% of those survey by Eccomplished said they would be likely to "Like" or "Follow" a brand or product on a social network by way of recommendation.
Tags: consumer insight, ecommerce, marketplace, online recommendations, online retail, online reviews, online shopping, purchase behavior, purchase decision, research, word of mouth
Tweet
Subscribe to BizReport
Please enter your e-mail here:
-
Gen
Latest Headlines
- Twitter ups ad relevancy with Tailored Audiences
- Research reveals poor uptake and awareness of NFC payments
- Facebook far and away most frequently used mobile app
- The best practices for mobile brands in 2014
- Forecast: Big data to push SMBs into 2014
- Report: TV ads pushing engagement, intent
- Report: Online wide open for CPG brands
- Webrooming, Showrooming pushing shopper engagement
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay... - 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means... - Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest... - Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade.... - Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good... - Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material... - 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...