Blogs continue to have a strong influence on purchasing decisions
Blogs have become a great source of reference information for consumers, a large part of which states that after visiting them, their content has greatly influenced their decision to purchase or not a product. It seems that this influence also grows exponentially among the younger population.
According to the report developed by Burst Media, two thirds of consumers who visit or read blogs say they are influenced by them when purchasing a product. Within this percentage, respondents aged between 18 and 34 years are more predisposed, with eight out of ten of them admitting this influence. Although within that age group women appear less influenced than men in general, it is the opposite. While in the age group of 18 to 34 years men reach a percentage of 81.2%, women remain at 71.8% but if we look at the rest of the age groups the percentages change. Between 34 and 54 years men get 52.9% compared to 65.8% of women and finally among men over 55, men reach 28,
In general, 57% of respondents claim to read blogs although women mothers are shown to be the most active. Three out of four mothers affirm that in their purchasing decisions they influence the mentions and promotions that are made of brands in blogs. A study conducted last March by BlogHer already showed how 61% of women who were active blog users had made a purchase based on the recommendations of those blogs.
But we can not forget the influence of social networks. Data from the report presented by Burn Media “Let’s Get Social” reveal that 46.6% of respondents believe that the recommendations of their friends and followers have influenced at least a little in their preferences both brands and purchases. This feeling is greater among respondents between 35 and 44 years old (60%).
Another recent report related, this time by Ipsos, also shows how 18% of North American consumers have bought a product from a brand because they liked their friends or followed them on social networks.
On the other hand, data from the Burst Media study also indicate that one in four respondents prefer to follow a company, product or service on social networks if they have seen it previously publicized. In this case, young people are more willing, with 32.3% of them more interested in following a brand if it has been previously promoted through an advertisement. In the case of those interviewed between 35 and 54 years old, the percentage drops to 23.4% and with those over 55 it drops to 13.8%.