When buying, who most consumers trust is other consumers

75% of buyers have bought on the recommendation of other consumers. This is shown by the data of the study “State of the Art of the WOM in Spain”, developed by the Target-Empirica consultancy, and in which the different aspects of this phenomenon are analyzed qualitatively and quantitatively.THE RECOMMENDATION IS FACE TO FACE BUT ALSO ONLINEThe “face-to-face” recommendation is the most used channel to search for recommendations (78%).The digital recommendation, an emerging phenomenon, more used to search (62%) than to give advice (49%). Information flows between the afghanistan phone number sample and offline context, neither of which can be ignored.Among the products most sensitive to the recommendation of other consumers are technology and household appliances (32%) and food (30%).The consumer is clearThe consumer is very clear about how to categorize the sources. Thus, the recommendation of acquaintances stands out in credibility (84%) compared to the low credibility of the advertising recommendation (43%). Internet recommendations are halfway there, with a credibility of 63%. This path is nuanced, as can be seen from the qualitative analysis, depending on the suspicion of attempted manipulation by the brands.Not all interent is the same


Consumers have “learned” to decode the issuer and their environment, to filter their degree of credibility, and the information is nuanced depending on who and how the message is delivered.With greater credibility, forums (60%) and blogs (50%) stand out, while as the medium loses expressive richness, credibility dissipates. This is especially true with Twitter and instant messaging.Participatory Afghanistan Phone Number List interviews carried out on the Treemembers collective have given clues to discover that, apart from acting as prescribers, they firmly believe in the recommendation to a greater extent than the control sample.MOUTH TO MOUTH, OR WOM, A PHENOMENON TO TAKE INTO ACCOUNTWe are facing an important phenomenon, which is analyzed in depth, and from which clues are obtained on different aspects: recommendation online, offline and participatory marketing.We recommend reading it to anyone related to the world of consumption, communication and consumer persuasion. They may rethink more than one aspect of their current practices.

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