Consumers still look first to their friends and family for advice regarding their purchase decisions. A new WSL/Strategic Retail survey found that 69% of respondents said that family and friends help them choose what to buy, up 13% from 61% last year. Next on the list, manufacturer and retailer websites, each used by 55% of respondents. The study notes that retailer websites are a growing influence on consumers, having played second fiddle to manufacturer websites in prior surveys.
Traditional, legacy media, such as television and magazines are an information source for 42%, ahead of sales associates and email messages from manufacturers and retailers, each at 32%. It is interesting to note that in this study, legacy media ranks behind online source as an information source. Recent survey findings indicate almost half of Americans engage with brands on social networks. If Millennials (16-34) can be used as a leading indicator, social networks may prove a more influential information source in the future: Millennials were 54% more likely than the average respondent to say they turn to social media for product information.
CNA | SOPHIS Media Notes Canonical (http://www.cnasophis.com/newsletter
) attempts to deliver as much information as possible in order to make better decisions on marketing communications budgets. This latest survey shows us an ‘in-the-moment’ glance at how people are viewing their shopping habits now. The data is based on a survey of 1500 adults and 200 teens aged 16-65+.
As an overview, we can see that family and friends are still the most trusted source for buying decisions but that is changing fast with new media bringing creditability and trust into the equation. The future is now. Social media is a fact and a platform that is growing daily. It cannot be ignored.
What make social media such a powerful ‘in-the-moment’ driver of information is mobile.
We live in a new DNAge. Think MOBILEFirst.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
He can be reached at:
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Lance Hanish; Lance Hanish http://pinterest.com/sophis1234/
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