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Opinions 'important to broadband shoppers'
Thursday 9th July 2009, by Daniel King
Broadband users are becoming increasingly reliant on the opinions of others when shopping online for goods or making other decisions, a new survey has suggested.
The latest Nielsen Global Online Consumer Survey - which takes place twice a year - was published this week and questioned more than 25,000 web users about their habits and tendencies when surfing.
It was noted that 90 per cent of people trust the opinions of those they know when it comes to making purchasing decisions and 70 per cent see the recommendations they find online useful.
The study revealed that 68 per cent of all UK consumers questioned admitted that such comments and blog posts were something they would place their faith in, making Brits the 24th most likely to do so behind countries like Vietnam (81 per cent) Italy (80 per cent), China and France (both 77 per cent).
Jonathan Carson, president of online for the Nielsen Company's international business, said marketing led by advertisers also fared well in the study, with many people stating they would trust online campaigns. However, he noted that some of the most interesting figures came from those viewing other types of content.
"The explosion in consumer generated media over the last couple of years [
] means consumers' reliance on word of mouth in the decision-making process, either from people they know or online consumers they don't, has increased significantly," he added.
Earlier this week, news editor at Web User Magazine Ben Camm-Jones said the future of targeted advertising was strong but would be become more pervasive over time.
Categories: Broadband, Switching, Broadband Products
