The Power of Online Peers

Our last few posts have dealt with early adopters and social sharing.  Today, we’ll chronicle new research showing just how powerful the opinion of online friends and family are..

shutterstock_87124564●  Nearly half of all consumers will make a purchase based on the  product opinion of an online friend or family member. Nearly one in three are somewhat likely to make a purchase and one in six are fairly or very likely to buy

●  People with children are much more likely to make a purchase because of an online review or information that those without children

● Almost 30% of adults 18-34 are influenced to buy because of an online peer recommendation and more than 20% of consumes 35-44 are moved to make a purchase

● A friend’s online review is less likely to convince a high income individual ($100,000+) to make a purchase.  Over half of consumers in the $50,000 to $75,000 income level have bought something after reading a review from a friend or family member

No matter how much influence you believe you have over your customers, it doesn’t have close to the cache of an online friend of family member.  Think of your own life.
Aren’t you more likely to eat at a restaurant that a friend recommends?
How many movies have you gone to after family member tells you how bad it is?
Think of all the different things you to create the ripple of positive social sharing that turns into a wave of new customers.  Asking someone to “like” you on Facebook should not be the end all, be all of social sharing.  It is just the first step in creating a profitable social reputation.
For more information on how to incorporate social media into a winning marketing strategy, please contact:

Al Fiala

Source: eMarketer; TNS


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