NEWS10 June 2014
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Insight & Strategy
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NEWS10 June 2014
US — Consumers are ‘in the driving seat of their purchasing cycle’ as word-of-mouth drives online service choice, according to new research.
Cloud commerce provider Avangate’s New Services Economy Survey gathered views from 1,046 US adults in May of this year. Results showed that while 65% decided which online services to use based on word-of-mouth; 55% used online searches; 32% used peer review sites; the same proportion used social media; 30% used articles.
However, only 18% discovered and decided to use an online service based on the provider’s website, and only 13% based this choice on online advertising.
Other findings included:
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