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Survey Suggests Shift In Consumer’s ‘Path To Purchase’; Rise Of Research And Reviews

February 7, 2011: 05:06 AM EST

A survey of U.S. consumers aged 25-49 suggests a distinct shift in the ‘path to purchase’ with consumers more frequently obtaining information online, with special reliance on peer reviews and the opinions of friends. The study, “Inside the Buy”, found that 43% of consumers, on average, conduct some form of research before purchase rising to 64% in consumer electronics, 31% for health and beauty and nearly 25% for food and beverages. 72% of consumers say they rely on consumer reviews (nearly double the proportion that use expert product assessments) and this seems to be a significant driver; just over half say consumer reviews guide their decision against 41% for feedback from a friend. Underlying the need for companies to ensure accurate (and ideally favorable) product information is available, just 3% of consumers express loyalty to a specific brand.

"AMP Agency's Consumer Shopping Survey "Inside the Buy" Reveals Modern Consumers Lack True Brand Loyalty", GLOBE NEWSWIRE, February 07, 2011, © GlobeNewswire, Inc
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