British buyers are getting more savvy to the potential influence of online reviews in their purchasing decisions, according to two pieces of research.
A survey by PR agency Weber Shandwick of 1,021 UK consumers found that 26 per cent rated online advocacy as the biggest influence on their buying decisions, above friends and family at 20 per cent.
Older media was cited by 23 per cent, comprised of 12 per cent for newspapers and magazines and 11 per cent for TV and radio.
Brand websites were chosen by 11 per cent, and shop staff and advertising each by 10 per cent.
But there is still a fair degree of resistance to allowing brands to interact with their consumers via social networking sites. While more than three in 10 UK consumers suggested they would be interested in interacting with their favourite brands via social networking sites, 24 per cent said they were strongly opposed to the concept.
Another piece of research backed the idea that online reviews were becoming an important factor in all kinds of buying decisions. Eight-four per cent of respondents to a survey by brand communications agency Brand Reputation said they were more likely to check online for reviews before making a purchase than 12 months ago.
This survey took the form of an ‘exit poll’ of more than 800 UK consumers leaving shops in August and September.
It also found that there was a wide variation in the degree of importance attached to online reviews depending on the category of the product being bought.
Unsurprisingly, ‘big ticket’ items such as consumer electronics, white goods and home furnishings are the categories where customers are more likely to go online to research their buys first.
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