Media Life – News shorts

Media Life – News shorts

Media Life reports on a survey conducted by Global Market Insite, which states: “60 percent of the 1000 Americans polled said that recommendations from friends will influence their buying decisions, well ahead of the 14 percent who will buy based on regular advertising and the 13 percent who will make last-minute decisions based on in-store ad displays.” So how are the ‘friends’ formulating their opinions? Surely there will be some who already own the product, but many others won’t. Those ‘friends’ may rely on their ‘friends’, but surely a certain percentage of these individuals are formulating their opinion based on having done their own research prior to having bought, and the word of mouth being spread is based on the research they have conducted. I just wonder about the % breakdown of those post-purchase vs. pre-purchase friends who have been asked for their opinion.

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