[April 19, 2018] |
|
Consumer Tech Survey Reveals Influence of Online Reviews and Video on Customer Purchasing Behavior
Even with innumerable personal tech products pouring into the market,
only 20 percent of shoppers report feeling they have too many devices.
With consumers hungry to buy and a market flooded with options,
marketers need to break through the noise to capture their share of
consumer consciousness. Data released today by Matter
Communications, a Brand Elevation Agency specializing in PR,
social media, creative services and digital marketing, makes it clear
that strong, earned online reviews and a library of "how-to" videos and
digital content are a smart place to start.
Matter's 2018 Consumer Technology Survey reaffirms key digital marketing
trends in PR, social and digital marketing, and dispels a few
misconceptions regarding why shoppers buy the latest in personal tech.
Details of the survey data and best practices for building brand
awareness and lifting purchase intent can be found in Matter's latest
e-book "4
Ways to Get Shoppers to Tune into Your Brand."
Key findings include:
Word of Mouth and Media Still Rule
-
71 percent of consumers learn about new products through friends and
family
-
The top media channels consumers use to find out about new technology
products are:
-
Television (38 percent)
-
Technology news sites like CNET, PC Mag, The Verge, etc. (36
percent)
- Social media (26 percent)
-
Mainstream lifestyle magazines and sites like GQ, Buzzfeed, etc.
(14 percent)
Reviews Upstage Celebrities
-
The survey also looked at purchasing habits and found that once
consumers become aware of a product, online reviews steer most
purchasing decisions:
-
Product reviews are the most important factor in deciding
to purchase (88 percent), even over brand name (71 percent),
social influencers (10 percent) and celebrity endorsements (5
percent)
-
56 percent of consumers read reviews on their mobile devices while
in-store to purchase a product
Videos Drive Decisions
-
62 percent of respondents watch consumer technology videos on YouTube (News - Alert),
so brands should invest in adding mobile-friendly videos to their
content mix
-
Having product "how-to" videos available on YouTube are nine times
more important to shoppers than celebrity endorsements
-
Of the consumer tech video content, the most popular include:
-
"How-to" videos (52 percent)
-
Product reviews (26 percent)
-
"Unboxing" videos (25 percent)
"The data revealed in our consumer technology survey affirms the need
for marketers to understand how to creatively communicate to
digitally-savvy consumers in an ever-growing market," said Elise
Ouellette, vice president at Matter. "Core to developing that strategy
is finding partners who truly understand how to elevate and amplify your
brand in the right channels to reach the right audience. From headphones
and SD cards to cameras and smartphones, Matter has extensive experience
designing and executing integrated PR, social media, creative and
digital marketing campaigns on behalf of consumer
technology brands."
With offices in Boston and Newburyport, Mass., Providence, R.I.,
Boulder, Colo., and Portland, Ore., Matter is one of the fastest-growing
public relations, social media, creative and digital marketing firms in
the country. Matter has won seven 'Agency of the Year' accolades in the
past three years and has been recognized numerous times as a best place
to work.
Survey Methodology Matter collected responses from 1,000
US-based consumers in March 2018 via a third-party provider to determine
the findings of its 2018 Consumer Technology Survey.
About Matter Communications Matter is a Brand Elevation
Agency unifying public relations, social media, creative services, and
search and digital marketing into strategic, content-rich communications
campaigns that inspire action and build value. Founded in 2003, with
five offices spanning North America, Matter works with the world's most
innovative companies across healthcare, high-technology, consumer
technology and consumer markets. For more information, please visit: https://www.matternow.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180419005938/en/
[ Back To Homepage ]
|