Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media. The six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones found that word of mouth topped the influence list.
Top ten points of influence:
- Word of mouth (74%)
- Retailers and store visits (69%)
- You Tube – how-to videos, product visualisation, entertainment (64%)
- Twitter (61%)
- Company/brand websites (59%)
- Facebook (56%)
- Pinterest (56%)
- Newspapers and magazines (55%)
- TV and movies (51%)
- Search (51%).
The study – revealed at the Google Beach Pavilion in Cannes – notes that consumers now make purchasing decisions in the same way they consume content – with the purpose of choosing brands that engage their passion and interests....