Traditional Media Continues to Hold Purchasing Sway In Digital World
Consumer Attitudes
January 22, 2013 -- Next to friends and family and manufacturer/retailer websites, traditional media continues to holds sway in influencing consumers' purchase decisions.
According to shopping analytics firm, WSL/Strategic Retail’s How America Shops: Buzz to Buy 3.0 report, seven of 10 respondents count on the opinions of family and friends in choosing what to buy, followed by manufacturer and retail websites (55%).
Traditional media, such as TV and print, continue to be trusted, reliable sources for 42% of those consumers surveyed -- ahead of retail sales associates and e-mail messages from manufacturers and retailers (32% each).
Just one-quarter (26%) of respondents report using social networks for information about something they want to buy. However, that number jumps to 40% among Millennial shoppers (16-34), a strong indication that social media’s influence on buying decisions will continue to grow.”
| Sources of Influence On Consumers' Purchase Decisions | |
| Friends and family (word of mouth) | 69% |
| Manufacturer/retailer websites | 55% |
| Traditional media (e.g., print, TV) | 42% |
| Sales associates | 32% |
| Emails from manufacturers and retailers | 32% |
| Social media (e.g., Facebook, Twitter, Pinterest) | 26% |
| Source: WSL/Strategic Retail, How America Shops: Buzz to Buy 3.0, 2013 | |
Additional findings:
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While the amount of time Americans spend online continues to increase (up 3 hours per week over 2011), the report finds social media usage has declined for the first time – down 10% in 2012 versus the previous year. Generation X, Boomers and Seniors are leading the change, while usage by Millennials remains consistent.
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Millennials showed the highest increase of time spent online – a full 25 hours per week (up 5 hours per week over 2011). In addition to relying heavily on their social networks for information about products they want to buy (40%), they are also heavy users of smartphones to help them shop (63%) – resulting in a 15 point margin over Gen X shoppers.
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With the rise of portable devices, shoppers are using their smartphones (42%) and tablets/e-Readers (16%) to access product information and engage their friends in buying decisions while shopping in-store. In fact, mobile phones and tablets each accounted for 10% of online purchases made in the past three months, says WSL/Strategic Retail. Shopping apps further increase mobile shopping activity, now ranking 4th among the most downloaded apps (following Games, Social Media and Music).
About: The Buzz to Buy 3.0 study was conducted October 4-12, 2012. The survey included 1,796 U.S. shoppers recruited from an online panel of shoppers ages 16-66+. All participants are active internet users, having performed at least one online shopping or social networking activity within the past month.
Sources: Business Wire, Brands and Retailers Top Celebrities for Most Followers on Social Media, January 17, 2013 and Marketing Charts, Family and Friends Still Most Trusted for Shopping Decisions, January 22, 2013.
