Consumers are more likely to make a purchase based on good reviews they've read online than recommendations from their parents, friends and even the super-influencers, the celebs.
Research by ratings and reviews platform, Feefo, also found that the only thing that would more likely to make a purchase, other than a positive review, is an appealing discount or promotion.
Good reviews came second only to substantial discounts and cut-price promotions, beating celebrity endorsements and recommendations from friends and family in the influence stakes.
The vast majority (85%) said they ‘always’ check reviews on these occasions before making a purchase. But 79% said a discount or promotion was most likely to result in a purchase, while Three-quarters (75%) said good review.
Less than half (47%) said a good recommendation from their parents was the most likely to end in them making a purchase, ahead of celebrity endoresments (41%) and recommendations forom friends (36%).
One in ten respondents (9%) stated that they were more likely to make a purchase based on the recommendation of sales advisors, while a further one in fifteen (6%) agreed that they would be influenced by ‘being intoxicated due to alcohol’.
Andrew Mabbutt, CEO at Feefo, said: “Of course we know how valuable reviews are, but the fact that they come out as more influential than the recommendations of family, friends & celebs is going to be a surprise to many. It’s clear that people are more trusting & eager to get recommendations from real consumers who have first-hand experience, and reviews provide a reliable way to gauge the quality and value of a product or service.”
By Jonathan Davies, editor, Digital Marketing Magazine
Want to keep up with the latest ideas in digital marketing? Free conference and exhibition Integrated Live is the place to be.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus