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83% of consumers have learned about new products through media and social networks

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83% of consumers have learned about new products through media and social networks

The introduction of the Internet was a revolution in the buying process, and the importance of online comments and reviews is only a small indicator of this transformation. And is that if before we only asked our acquaintances, now we can ask the whole world what they think of a product or service before we get hold of it. It is not surprising that the influence of online recommendations is key (and that every company wants to have the best possible ones), although at the moment of truth, no opinion will generate as much trust as that of our acquaintances. It is one of the conclusions of this year’s edition of The Social Recommendation Index, an annual survey carried out by Social Media Link and that includes responses from more than 21,000 active users of social networks on how these platforms, and the recommendations and reviews influence your purchasing decisions. The first data that stands out is that 83% of those surveyed hear about new products through social networks -before through any other french phone number – at least once a month. That means that these platforms can serve – and in fact are serving – to publicize new products and services. What’s more, when looking for information about new brands and products, the two most common activities are searching retail websites and Facebook (54% of consumers use each of these platforms). Below would be branded websites (51%), Youtube (46%), which has risen 9 points compared to last year, or blogs (42%).

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What influences consumers the most? Once you know the product you want to buy, 67% of consumers usually seek recommendations from their family and friends about that product; while only 55% look for reviews online and 46% consult the recommendation of a professional. The opinion of bloggers, advertisements and celebrity endorsements would fall far short. And when evaluating a review, what is it that makes it more or less influential? Above all, that it tells a personal experience of a client, something that 80% of those surveyed value, although it is also important to list the pros and cons of the product (71%). The Betting Email List of stars is important for 57% of consumers, and the number of reviews, only for 41%. In addition, 41% of buyers say that it does not take more than 1 to 4 reviews to influence their purchase decision. As for sponsored reviews, they continue to be fully trusted if it is a friend or relative who recommends a product that they have received for free (for 87% of respondents) but the majority (71%) also trust sponsored reviews of bloggers and vloggers. Confidence decreases when what the brand offers is not a free product, but money in exchange for the recommendation: in this case, only 71% trust the opinion of their friends, and less than half (46%) from bloggers’ reviews. Reviews are usually searched from the smartphone (for 59% of those consulted) or from the computer (54%), in both cases from home. But it is very interesting that 1 in 3 consumers already consult reviews on their smartphone from the store itself, just before deciding to buy. What motivates shoppers to write reviews or share their purchases? As important as the readers of a review (if not more so) are those who share their experience online (and therefore allow others to find their opinion). For a consumer to be motivated to share a purchase, the simplest thing is to provide them with a positive experience, since 87% of those surveyed felt encouraged to share a recommendation in these cases (and much more than in the face of a negative experience, where only the 60% are motivated to share their opinion). Other ways to stimulate a review are to offer a free product (72%) or a coupon / discount to share (57%). Regarding where they share their shopping experiences, Facebook is by far the most used channel (51%), followed by far by retail websites (34%), brand websites (32%), Twitter (32%), Pinterest ( 30%) or Instagram (30%). The most interesting thing about this report is that it explores how the proliferation of consumer opinions through the Internet (on social networks or other channels) affects each step of the purchase process. In addition, he emphasizes that marketers should not see “reviews” as a single thing, but should develop different strategies that adapt to different audiences and different steps in the buying process: for example, the approach to get reviews in the web cannot be the same as getting word of mouth. Monographic course on Internet Law at CEF.- Center for Financial Studies
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