If you are a digital marketer this is very encouraging. However, as they say, the devil is in the detail. A closer look at this study provides some interesting details.
According to this study of consumers making brand decisions:
34% look to friends and family
25% ask their spouse (not quite family I guess)
5% use online friends
So even though online recommendations is the second most accepted source for brand decisions it still only represents 5%! That is very low. If online recommendations in the form of social media, blogs, forums and other consumer feedback is largely ignored 95% of the time where does this put TV, print, radio and other forms of advertising? Well, I have a thought on that.
The path that most of us take in making a decision to buy is usually not a snap one. It is usually a process of research and talking it over. The more important (more money) the more time we put into making our decisions. That influence which nudges us one direction or another at the final moment is most often from family and friends. However, before that final decision was made such influences as social media, TV, print and radio all played a role in helping us to do two things:
- Learn that we needed something
- Learn what it was that we needed