Reviews and shopping sites contain far more consumer recommendations than other sources

Reviews and shopping sites contain far more consumer recommendations than other sources

In this first article of a series on how consumers recommend products online, WaveMetrix show that user reviews on shopping and rating sites have more potential to influence consumers’ purchase decisions, compared to other sources.

A recommendation is different to a positive opinion in the sense that consumers are telling others what they should buy, rather than simply voicing their opinion. When potential buyers look for information about a product, they turn to recommendations from other consumers. This means that brands should pay particular attention to recommendations, or advocacy as we call it at WaveMetrix. But where are they most likely to find them?
 
We have compared the level of advocacy on different site types and our analysis shows that shopping and reviews sites contain 54% of online recommendations about a brand. This suggests that these sites are a key source of information for brands trying to influence potential buyers. However, these sites can sometimes be overlooked by brands who often focus on their own social media pages. The spread of recommendations across sites also differs when looking at specific industries. The rest of our series will explore in more detail where these occur for industries such as consumer electronics, automotive, white goods and baby products.
 
Across all industries, shopping and review sites contain the majority of online recommendations:
 
 
 
 
  • Review and shopping sites contain 54% of online recommendations: This is because they contain detailed information into why a user thinks others should buy the same product, or on the contrary why others should stay away from it. Review and shopping sites also contain prompted recommenders allowing users to easily summarise whether others should try the product or not
  • Forums and social networks contain relatively low levels of recommendations: Forums only represent 17% of recommendations and social networks less than 5%, suggesting they are less important for brands seeking to understand why consumers recommend their products
 
If you would like one of the next articles in our recommendation series to investigate your industry, please contact Leonie Bulman at lb@wavemetrix.com or (+44)207 283 3745

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