Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes | targetmarket |

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....

Via Jeff Domansky