The Science of Sharing

AN INSIDE LOOK AT THE SOCIAL CONSUMER PART 2 To better understand social consumers, we asked 1,500 participants about the products and services they had most recently researched online and how they went about it. -THE SCIENCE We found that depending on the product or service, a channel may have more or less influence on a social consumer's decision to purchase. Influence was measured as the degree to which OF SHARING each channel has impacted the consumers view of the product or service as part of the buying process. WHAT CHANNELS INFLUENCE THE SOCIAL CONSUMER? INFLUENTIAL ONLINE CHANNELS TOP5 SEARCH RESULTS BRAND W EBSITES NEWS ARTICLES PRODUCT REVIEW SITES ONLINE ADS RESEARCHED PRODUCTS AUTOMOTIVES BABY BEAUTY COOKWARE ELECTRONICS FASHION PRODUCTS 101 KITCHEN MUSIC PERSONAL FINANCE RESTAURANTS TOOLS/ DIY PRODUCTS TRAVEL APPLIANCES CHANNEL INFLUENCE ONLINE CHANNELS AND THE TOP PRODUCTS THEY INFLUENCE 1ST 2ND 3RD 4тH) 5TH SEARCH RESULTS BRAND WEBSITES NEWS ARTICLES PRODUCT REVIEW SITES ONLINE ADVERTISEMENTS FORUM COMMENTS FACEBOOK BLOG P OSTS YOUTUBE FOURSQUARE TWITTER FACTS ABOUT TH E SOCIAL CONSUMER facebook. O93% 63% 49% 91% tabook ..OF PEOPLE OF PEOPLE USE ...OF BABY PRODUCT ...OF CONSUMERS WHO RESEARCH FACEBOOK WHEN CONSUMERS USE SHOPPING FOR TRAVEL DEALS SEARCHING FOR FACEBOOK TO ELECTRONICS VISIT USE SEARCH RESTAURANTS RESEAROH A BRAND THE BRAND WEBSITE OR PRODUCT TO RESEARCH THE PRODUCT foursquare 55% 66% 40% O 44% ..OF CONSUMERS .OF CONS UMERS OF DINING ..OF AUTOMOTIVE RESEARCHING WHO RESEARCH CONSUMERS USE CONSUMERS ELECTRONICS ARE BEAUTY PRODUCTS FOURSQUARE TO RESEARCH USING SIGNIFICANTLY CLICK ON CHECK IN TO A FORUMS INFLUENCED BY AN ONLINE AD RESTAURANT COMMENTS IN FORUMS STUDY CONDUCTED BY: beyond MBOOTH rethinking digital A COMMUNICATIONS COMPANY