Study: The Social Customer – How consumer get influenced by reviews and recommendations…

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We all know that we get influenced by the 3 R’s that people publish on the Social Web: reviews, recommendations and ratings. Now, there is some more proof with the study „2011 Cone Online Influence Trend Tracker“ by Cone Communications. Positive and negative information found on the Social Web have the same massive impact on how people change their minds after having received purchase recommendations.

The study shows that more than 80% of users change their minds after reading reviews whether positive or negative.

Positive reviews confirm the process of consumer decision making. 87% of the repondents were agreeing a favorable review has confirmed their decision to purchase. Still, negative recommendation can also turn down a recommended purchase. Interesting for me was that blogs get tracktion as a credible source of information when researching products and services online – an increase by 20% to 2010.

In terms of trustworthy information source, people respect the fact that somebody has used the product or service in the first place (69%). Obviously, recognized experts with product or service expertise com in the top end position (60%) when it comes to trust. However, Social Media gets more importance from a marketing perspective when people trust someoone when „he/she has a lot of social media followers“ (8%).

Finally, the higher the costs for the purchase are (i.e. cars), the more likely are people to verify the quality of the product and service online. However, moderate- and low-cost purchases are also quite likely to be verified online.

Spot On!
The study is a great support in the assumption that the influence of the social customer’s has essential power in changing mindsets on purchase decisions. The experience and feedback shared on the Social Web will influence the sales funnel in the future in a way we cannot foresee yet. What is definitely clear is the fact that sales people and marketers have to change their approach on how to interact with these reviews, recommendations and ratings. This is where the competition in the sales funnel will be decided, and in the end lost or won…

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2 Kommentare zu "Study: The Social Customer – How consumer get influenced by reviews and recommendations…"

  1. Die 16.Typen der sozialen Verbraucherherrschaft | Natascha Ljubic - Blog am 24.10.2011 08:01 

    […] Study: The Social Customer – How consumer get influenced by reviews and recommendations […]

  2. Natascha Ljubic – Social Business Blog – Die 16.Typen der sozialen Verbraucherherrschaft am 03.12.2011 16:40 

    […] Study: The Social Customer – How consumer get influenced by reviews and recommendations […]

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