Tech decision makers give user-generated sites equal importance to traditional media sources when considering tech purchases, according to a recent study by Hill & Knowlton and highlighted in PRWeek. The study went on to show that word of mouth was the second-most important factor in making a decision, behind only “personal experience.”
Other findings:
- 67% consider the recommendation of industry analysts to have the biggest impact on the perception of a company
- Only 17% considered traditional advertising influential in making a decision
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In a study of more than 300 internet users, the Society for New Communications Research reveals how customer care experiences lead to online word of mouth conversations. The findings include:
- 74% choose companies/brands based on others’ customer care experiences shared online
- 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
- 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
- 59.1% of respondents use social media to “vent” about a customer care experience
