Infográfico: o que mais influencia os consumidores a recomendar marcas e produtos nas redes sociais e a considerar a decisão de comprar

Social Recommendations Index 2nd Edition - Social Media Link conducted a survey of more than 24,000 social media-connected consumers of the Smiley360 community to learn more about the world of consumer recommendations. This infographic will help you understand the rnotivations behind a consumei, recommendation and how to tailor your influencer and advocacy marketing to best leverage them. Results are based on data collected from 24,367 Smiley360.com members to a cornmunity-wide online survey conducted in October and November 2014.
O que inspira os consumidores a realizar uma compra, recomendar uma marca nas redes sociais ou falar algo positivo sobre uma empresa? O Social Media Link entrevistou mais de 24 mil consumidores de mídia social para descobrir o porquê.

Dos entrevistados, 71% dizem confiar mais em um produto visto no Facebook do que em qualquer outra rede social. Uma vez que compram os produtos, 54% divulgam sua aquisição na plataforma de Mark Zuckerberg.

Social Recommendations Index 2nd Edition - Social Media Link conducted a survey of more than 24,000 social media-connected consumers of the Smiley360 community to learn more about the world of consumer recommendations. This infographic will help you understand the rnotivations behind a consumei, recommendation and how to tailor your influencer and advocacy marketing to best leverage them. Results are based on data collected from 24,367 Smiley360.com members to a cornmunity-wide online survey conducted in October and November 2014. 
When it comes to trusted product recommendations, ali sites are not created equal. 
71% 
Facebook wins as the most trusted social media platform for product/service recommendations, but others are gaining. 
Trust in Pinterest increased from Sb% in 2013 toãÀ in 2014 
Trust in YouTube increased from 51% in 2013 to 2?2:£ in 2014 
Trust p, rnrt:st Blogs 
YouTube ManTUfuasctturer Bra=led 1[1j:1j:riam Websites Cornmunity 
2r:JjzsTt:f2,,tee:árrál%Yfooi-iict,r,,-isntga.Pnwrideu,Vastrrir,c,:, 
2013 
Reviews & recommendations influente consumers throughout the purchase cycle. Consumers will use different sites during the discovery, research and post-purchase stages. 
PRODUC OVERY 
4)/56 o use a retailer's website to redsearchrchasing 
3% 
say they use Facebook, retailer websites and brand/manufacturer websites to discover new brands and services. 
oro 
44% discover using blogs e42% use Pinterest O38% use Instagram C) 37% use a brand-owned community 37% use YouTube O28% use Twitter 
RESEARCH & INFORMATION GATHERING 
Brand Website I. 
81ogs 
Pinterest 
YouTube 
29% 
42% 
42% 
40% 
38% 
56% 54% 50% 
Great transibonal coat 
rfr 
POST-PURCHASE ADVOCACY 
54% 
54% 
use Facebook to share their product purchases 
WHAT MOTIVATES CONSUMERS TO WRITE A PRODUCT REVIEW? 
93% ir 79% 71% 
A positive experiente Receiving a free AirJ2 bn negativa veexperience with a brand product or sample w 
64% be fe2 Ir'rregcl itln 
66% A °,ce,z7r,t:nds„ 
60% 5 7 TO Special access to The enjoyment of 
offers & discounts 
Who Impacts Purchase the Most? Family and Glose friends continue to carry the most weight in influencing product purchases. 
77% 77% 
53% 
77% 
Trust friends 8, family for product recommendations 
37% 
Family Close Friends Professional Acquaintance 
37%3'. 
egat2Z 
22%,, 
Advertising 
11% 
Celebrity 
2014 .13 
What makes a review/recommendation influential? 
Personal Stories List of Pros & Cons 74% Star Ratings 62% Number of reviews 47% Number of comments on the post 35% 
The Rise of Facilitated Reviews Has Not Affected Consumer Trust 
88% 
Trust a friend/family member who received a free product in exchange for e review 
78% 76% Trust a blogger who Trust a friend/family received a free member who was paid product in exchange to review a product/ for a review service 
70% 
68% 
48% 45% 
Trust a blogger who was paid to review a product/service 
3013 
Keep it Simple: Positive Stories from Personal Friends Spark Purchase. It's clear that friends and family members prove to be the most impactful drivers of purchase. While celebrities and professional bloggers may carry e huge network reach that is attractive to many brands, it is often the personal story from a trusted friend that influentes action. 
Facebook Friends Remain Criticai. While more networks like Pinterest and YouTube are increasing their reputation as trusted and reliable sources of information ebout products and services, Facebook sfill holds strong year over year in consumer's minds as a reliable source of information ebout products. 
Develop Advocate Strategies Around Each Purchase Stage. Product recommendations and reviews are leveraged at every stage of a consumer% purchase cycle. Consumers use different online platforms to satisfy their needs at each step — be it discovery, research or advocacy. It's important to seed conversation that's relevant to the consumer. 
Mobilize Consumers Influencers. Maximize Social Impact. ealmedialink www.socialmedialink.com • infoesocialmedialink.com
Para pesquisar por outras empresas que oferecem um mesmo tipo de produto ou descobrir novas marcas e serviços, 53% dos entrevistados disseram que utilizam o Facebook, sites de marcas, distribuidores e varejistas. Quando já existe o interesse pela compra de um produto ou serviço, 58% das pessoas preferem ir diretamente ao site do produto para obter maiores informações.

Quando a pergunta foi o que motiva o consumidor a escrever uma avaliação, 93% responderam que a razão é uma experiência positiva com o produto, 79% alegaram que o fato de receberem uma amostra ou unidade grátis, e 71% escreveriam um review se a experiência foi negativa.

Sobre o que mais impacta os consumidores, 77% relataram que a influência dos familiares e amigos é crucial para a decisão de compra, e 53% disseram que confiam na opinião de um profissional. Quanto à influência de uma avaliação ou recomendação de um produto ou serviço, 83% prestam atenção a histórias pessoais, 74% em listas de prós e contras, e 62% nas avaliações em forma de pontuações, as famosas "quantidade de estrelas" e "nota de zero a 10", entre outras.

Já quando um review foi feito em troca de uma amostra grátis, 88% dos entrevistados afirmam que a credibilidade é maior quando a uma resenha é feita por um conhecido, enquanto 78% confiam mais em blogueiros. Porém, se o post foi patrocinado esse índice cai para 48%.

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