NEWS17 June 2014
US — Consumers are more influenced by word of mouth than media in their buying decisions, according to new research.
Ogilvy, TNS and Google surveyed 2,458 recent purchasers of vehicles, beauty products and smartphones to explore how consumers could be engaged on their “path to purchase”.
The survey found that word of mouth topped the list of ‘points of influence’, with 74% of respondents citing it as an influencer on purchase decisions. It was followed by retailers and store visits ( 69%); YouTube ( 64%); Twitter ( 61%) and company/ brand websites ( 59%). Other social media and print media came further down the list.
With regard to ‘connections attributes’ that influence brand selection, the survey revealed that a brand giving useful information in its advertising is a key driver ( 73%); followed by a brand engaging on passions and interests ( 70%); and a brand demonstrating its principles at all times when a consumer is exploring different options ( 64%).
The study concluded that brand purpose is critical to “break through the clutter and drive purchase”, and that “brands that provide consumers with deep experiences of their product – and manage to generate an emotional experience of ownership – win at the point of purchase”.
More information can be found here.