Consumers Share Their Product Findings Via WOM
Consumers who do their homework and research products online before making purchase decisions are likely to tell other consumers about the information they find, according to recently released research from WOMMA member company BIGresearch's SIMM study. The study found that 47% of consumers who do pre-purchase online research regularly give advice about products to people they know compared to 29.4% of the general adult population. These consumers' advice-giving nature makes them more influential than average. The study also found that 49% of adults report WOM influences where they dine out, 42.6% say it influences electronic purchases, and 38% say it influences grocery purchases.