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Study: Word of Mouth Influences Most Electronics Purchases
Dec 8, 2009
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Retailers will spend millions of dollars on advertising this holiday season, but many shoppers won’t commit to buying some gifts until hearing from people just like them that it’s worth it. According to a Retail Advertising and Marketing Association survey conducted by BIGresearch, word of mouth remains the biggest influence in people’s electronics (43.7%) and apparel (33.6%) purchases, though advertising inserts, articles and in-store promotions also sway buying decisions.

When it comes to apparel purchases, shoppers say in-store promotions (31.8%) are nearly as important as word of mouth. Shoppers said that advertising inserts (28.0%), direct mail (24.2%) and email advertising (22.4%) were more influential than television ads (21.8%).

Second to word of mouth when it comes to buying new laptops, GPS systems, high-definition televisions or any other electronics, more than one-third (33.9%) of consumers say articles written about the product influence their decision. Advertising inserts (26.0%), in-store promotions (25.9%), and coupons (22.8%) also sway shoppers’ electronic purchases. In addition, technology plays an important role, with 4.7% saying they are influenced by blogs and 5.1% using online video game advertisements as a factor in their final purchase decision.

The survey found people still prefer traditional media to get their daily dose of news and information. Nearly nine out of 10 (88.9%) people said they watch television throughout the week, 77.9% read what arrives in the mail and 70.2% listen to the radio. New media preferences include reading and sending emails(86.5%), surfing the internet (82.0%), instant messaging (26.1%) and blogging (9.6%).

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