Do you like to ‘like’ products on Facebook? Survey says ‘likely not’
By Jay Keller
While social media does play a meaningful role for consumers who are weighing their options, most still prefer to get or share information through email and online channels, according to new research from Radius Global Market Research.
Radius GMR’s study also shows consumers turn to online resources most often for big-ticket and emotional purchases but are less likely to engage online about brands after buying something.
And smartphone purchasers are almost as likely to utilize an online source after a purchase as they are during a purchase.
Depending on the product or service, consumers use social media between nine and 39 percent of the time to weigh choices and research various items, according to the survey.
Consumers surveyed by Radius GMR said they dig deep online to research big-ticket items like electronics, automobiles, baby gear and household appliances before buying the products.
The survey also found that consumers sought the opinion of others via social networking sites like Facebook before buying cribs, TVs and cars but also small-ticket items like toys and games.
“It’s apparent that social media is more influential in those more emotionally connected service and product categories like baby care,” Radius GMR Managing Director Chip Lister said in a statement. “From our survey results it appears that mothers tend to seek out via social media the opinion of other mothers and are influenced by them fairly often.”
Online sources and social media are less often used around several package foods and personal care categories including things like makeup, soap, detergent, over-the-counter drugs and some beverages.
“As a general rule, purchasers across all categories are most likely to utilize online sources before making a purchase versus sharing information about their experience with the product after purchase,” the company said in a statement.
There is one common-sense exception: Consumers who favor a specific brand of makeup line or other personal-care products are more likely to share their opinion after buying and using them.
As “emotional buyers,” they are also more likely to look to others to inform their buying decision but generally won’t share anything before testing it first.