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
- How predictive tech may simplify engagement
- Survey: Mobiles look to devices before, during, after shopping
- Study: Live TV still trumps time-shifted
- Brands: How to make the most of ad placement
- Avoidance a big reason for blocking calls
- App Annie: App stores' revenue gap closing
- Marin study reveals the effect of integrating search and social campaigns
- Reports: Ad spend up on Bing, consumers still heavy on Google
Featured White Papers
- Marketing Automation Simplified : The Small Guide to Big Ideas
Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast... - Is your web site creating sales tax risk?
Answer 3 questions to learn.... - How to Properly Structure Your Social Program for Success
Most big brands structure their social program around business goals, however, sometimes there is a disconnect between the goals and... - Email Device Report 2014: How Are Your Customers Viewing Email?
The Q4 2013 findings reveal that consumers are rapidly moving from desktops to mobile devices when it comes to opening...