From the latest twice-yearly Nielsen Global Online Consumer Survey of over 25,000 online consumers from 50 countries:
“Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. The Nielsen survey shows that 90% of online consumers worldwide trust recommendations from people they know, while 70% trust consumer opinions posted online.”
The need is for trusted advice and recommendations—for feeling in control, for knowing the facts, for avoiding mistakes and disappointments— has become essential in order to make that perfect purchase.
I am often struck by how many entities don’t yet seem to understand (or perhaps don’t really accept?) that consumers’ decision making processes and behavior have shifted permanently. I have a friend who will not go see a movie until he sees what Rotten Tomatoes says. Another example – a recent dinner out with friends was moved at the last minute because the agreed upon, been-to-by-all-previously-and-raved-about restaurant had recently received a spate of negative reviews. I’m sure you can come up with several examples of this from your own life. It’s only accelerating!
Born Curious 
Recent Comments