Word of mouth, inserts drive electronics purchases: Survey

Share this article:

Word of mouth marketing is a key driver of electronics purchases, according to a Bigresearch survey conducted for the Retail Advertising & Marketing Association.

Forty-one percent of the surveyed shoppers said friends and family's opinions on products as well as strangers' thoughts via online product reviews influenced them. Thirty-three percent said articles and product reviews would influence their electronics buys this holiday season.

Other media influence electronics purchases, too. According to the survey, 27.7 percent of the respondents said newspaper inserts play a role in their buying decisions, while 27 percent cited the Internet as their influence.

Word of mouth also heavily influenced apparel purchases, with 31.4 percent citing that driver. A close No. 2 was newspaper inserts, with 27.8 naming that medium, followed by 21.9 percent citing direct mail and 20.7 percent opting for coupons.

The Retail Advertising & Marketing Association is part of the National Retail Federation, the nation's leading lobby.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.