WordMouth Again Said Leading Purchase Influencer

source: http://www.marketingcharts.com/traditional/word-of-mouth-again-seen-leading-purchase-influencer-48339/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Razorfish-Consumers-Purchase-Decision-Influencers-Nov2014Word-of-mouth tops online reviews and traditional advertising as the top influencer of purchase decisions, finds a Razorfish survey [download page] of online consumers across 4 key markets. The study is the latest to demonstrate the importance of word-of-mouth, which has been found to be a key influence among various groups ranging from college students to female empty nesters.

In the Razorfish study, the ranking of 5 measured purchase influencers (ranked by percentage of respondents rating them as influential) broke out as follows for US and UK consumers:

  • Word-of-mouth;
  • Online reviews from other consumers;
  • Online reviews from industry experts;
  • Traditional advertising (TV, radio, print); and
  • Social media posts from friends/family.

It’s interesting to note that these respondents rated online reviews from other consumers as being more influential then expert reviews, following a theme seen in other research.

By: Dr. Augustine Fou Saturday, November 15th, 2014 digital

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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