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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
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