Study: Yes, consumers trust the Internet. Can someone ask HOW please…!

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Old studies come to your mind when new studies are being published. This week, Yahoo released their study „The Long and Winding Road: Gamesmanship of Shopping“ which talks about how much people trust the internet these days. And in some way it reminded me of a Nielsen study from 2009 and which was referenced so often in my trainings. The outcome of the Nielsen study was: „Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally“. Remember this chart…?

Well, the Yahoo study now states when people are searching for information about products they’d like to purchase, 69% of the study respondents said they trusted the internet. The selling item of the study is obvious from Yahoo’s point of view. By using search engines and finding online content to evaluate their purchase options, every deal is much more a win than it was.

We all know, that consumers do a lot more research today, in the era of Social Media, without knowing how much their Social graph influences their buying behavior. People receive more and more input through the conversations in their social networks. Thus, they are getting permanent recommendations from friends. The result is that buyers are deciding less impulsive, says the study. Marketers can draw their own conclusion whether this is bad or good for their business opportunities…

Some further key findings of the survey that asked 2,485 purchasers or intenders…
82% of surveyed people are finding a great deal on a product contributed most to the feeling of winning
69% are now seeking more deals and coupons online
60% said, getting a better price than other people made them feel like a winner.
49% of respondents are using more coupons now because of the Internet.

In some way, the findings are persuasive, in some way those studies should dive much deeper into the modern shopping influence, and maybe ask… How much do you rely on recommendations? Do you check age, interest and preferences of the person that gave the recommendation? A shame that it is difficult to find these insights… Maybe Yahoo will include these and more questions next year?!

And I am asking this as according to a Netpop Research, most of our friends don’t trust Facebook for example. But then again, they shall be believing in what the users of Facebook are saying and recommending. Sunds a bit bizarr to me…

Spot On!
The Yahoo study concludes that shopping is a collaborative effort. People take their time to evaluate and seek information, and listen to what their social graphs are advising and telling them. If we take the Nielsen study into account, then it becomes apparent that marketers have to face a much broader challenge scope than in the past. Finding and supporting the right brandvangelists in order to spread the message through trusted sources and make information easy accessible will be changing the shopping landscape in the future. More importantly, marketers need to rethink their funnel management in order to create a modern network of shopping enablement which reaches out to the social ecosystem.

Ok, this is my view. Very much interested in yours…

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2 Kommentare zu "Study: Yes, consumers trust the Internet. Can someone ask HOW please…!"

  1. Study: Understanding the value of brand advocates… am 30.05.2011 11:13 

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  2. Nielsen study: People trust in peoples’ word of mouth am 25.04.2012 19:30 

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