New research from Wantlet, a social commerce company based in Finland, today revealed that online recommendations have a positive influence on consumer buying habits.
More than 700 people took part in the detailed survey. The results demonstrate the significant impact that social networking has on consumer behavior in the areas of product discovery, recommendations, advocacy, and intent to purchase and pre-purchase decision-making.
Among the survey's findings are the following:
- 75 percent of survey respondents were positively influenced by the online recommendations of friends and family to read an advertisement and/or check out a product Web page.
- The purchase decisions by 66 percent of the respondents were positively influenced by online product experts.
- More than 82 percent of respondents indicated that they seek social input on where to find great deals and product comparisons.
- More than 70 percent of respondents said entertainment media and clothing are the two categories where social networking and its influence has the greatest impact on shopping.
"The survey results confirms the emerging segment of what we define as social shopping and the growing importance of social networking on ecommerce overall," said Eero Kaikkonen, CEO and co-founder of Wantlet. "Wantlet is in the process of helping, consumers find more of what they want, while assisting retailers and brands in increasing their sales and advertising conversion rates."