Which of these statements made by a close friend is most likely to influence your buying behavior

Having a close friend recommend your product can be the deciding factor for a consumer considering your offerings. Here’s why PR pros and marketers should nurture these connections.

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How do you decide which brand you’ll buy?

When selecting a new product or service, many consumers look for an indicator that their transaction will be safe and satisfactory—and younger consumers value recommendations from friends and family to inform their decisions.

In a new study from Jay Baer and Daniel Lemin, respondents show that personal connections matter more than ever when getting a product recommendation, and the data reveal that younger consumers are especially swayed by word-of-mouth marketing.

Though internet search ranks as the most popular source for researching a product, family and friends follow close behind as important sources of information. Forty-six percent of respondents say family members are a resource when researching a potential purchase, and 45 percent say friends are important.

However, demographics matter when consumers seek recommendations. White Americans are 12 percent more likely to buy a product recommended by a friend than their non-white counterparts. Women rely on word-of-mouth recommendations 22 percent more than do men.

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14 Stats That Prove Social Content Influences Consumer Buying Behavior

2 min read | Published: April 1, 2021 | Article |

Social media is no longer just about conversations; it’s about commerce. Social factors have always played a part in consumer buying habits, but the ubiquity of smartphones and social networks have taken word-of-mouth to new heights.

Most consumers around the world now carry posting and purchasing power around in their pockets with them every day. Forget going into stores to discover new products, now consumers can just scroll through their social feeds for inspiration. They no longer have to call their friends for a recommendation, they post to their social networks and crowdsource unfettered responses from family, friends and perfect strangers. This is particularly true for the most coveted brand demographic: millennials.

Whether you’re aiming to inspire and engage social audiences or propel purchases online and in-stores, these are 14 stats your brand shouldn’t ignore. Here’s how social media influences consumer behaviour:

1. 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts. (Forbes)
2. 66% of consumers have been inspired to purchase from a new brand after seeing social media images from other consumers (Stackla)
3. Consumers are 71% more likely to make a purchase based on social media referrals. (Hubspot)
4. Facebook accounts for 50% of total social referrals and 64% of total social revenue. (Business Insider)
5. 31% of consumers say they are using social media channels to browse for new items to purchase. (Aimia)
6. Millennials are 1.6x more likely to use digital channels to learn about new products. (Facebook Insights)
7. 84% of millennials say user-generated content from strangers has at least some influence on what they buy. (Gartner)
8. 53% of consumers recommend companies or products in tweets, with 48% following through to purchase those products or services. (SproutSocial)
9. 78% of consumers say companies’ social media posts impact their purchases. (Forbes)
10. Customers are 6x more likely to purchase a product if the page includes pictures from social media. (AdWeek)
11. Conversions increase 133% when mobile shoppers see positive reviews before buying. (Bazaarvoice)
12. In 2015, Facebook influenced 52% of consumers’ online and offline purchases. (DigitasLBi Commerce)
13. Global social commerce revenue reached $30 billion in 2015 (Statista)
14. 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic (Stackla)