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7/27/2019 Data Snapshot: What Influences Consumer Purchases
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Temkin Group Data Snapshot
What Influences Consumer Purchases?Study of 10,000 U.S. consumers shows that social media has
gained ground since last year, but is still not a top influencer
Temkin GroupOctober 2012
By Bruce Temkin
Customer Experience Transformist
& Managing Partner
7/27/2019 Data Snapshot: What Influences Consumer Purchases
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Copyright 2012 Temkin Group. All rights reserved.
Temkin Group Data Snapshot
Description
We surveyed 10,000 U.S. consumers to find out what information sources they use to purchase autos, cell
phones, computers, credit cards, health plans, insurance policies, and televisions. The analysis looks at
sources such as Facebook and Twitter, discussions with friends and employees, discussions with company
employees, and information on various websites. Our analysis examines differences across age groups and
analyzes changes over the last year.
What Influences Consumer Purchases?Study of 10,000 U.S. consumers shows that social media has gained
ground since last year, but is still not a top influencer
How to use this report:
Understand which information sources are
influencing your customers and how that is
changing
Learn how social media is affecting purchasing
decisions
Adjust your strategy based on how consumers are
making their purchase decisions
Data Charts:
1. Social Influences on Purchases
2. Social Influences on Purchases, Changes since 2011
3. Information Influences on Computer Purchases
4. Computer Purchases, Changes from 2011 to 2012
5. Information Influences on Cell Phone Purchases
6. Cell Phone Purchases, Changes from 2011 to 2012
7. Information Influences on Credit Card Decisions
8. Credit Card Decisions, Changes from 2011 to 20129. Information Influences on Insurance Purchases
10. Insurance Purchases, Changes from 2011 to 2012
11. Information Influences on Television Purchases
12. Television Purchases, Changes from 2011 to 2012
13. Information Influences on Health Plan Selections
14. Health Plan Selections, Changes from 2011 to 2012
15. Information Influences on Automobile Purchases
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1) Social Influences on Purchases
In January 2012, we surveyed 10,000 U.S. consumers about
the information sources they used to purchase autos, cell
phones, computers, televisions, insurance policies, health
plans, and credit cards. When we examined the socialinformation sources, we found that:
Friends and online reviews are the most influential.
Across all purchases we examined, conversations with
friends and family as well as online ratings and reviews
were much more important than Facebook and Twitter.
Auto buyers rely the most on social advice. When it
comes to their car purchases, consumers are the most likely
to discuss those decisions with friends and family and readreviews and ratings sites.
Facebook and twitter influence cell phones, but not
health plans. Forty-one percent of respondents reported
that social media comments from Facebook and Twitter
were helpful or very helpful during their cell phone buying
process. At the other end of the spectrum, only 25% of
consumers use these sites to choose their health plans.
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2) Social Influences on Purchases, Changes
since 2011
We compared social media influence in this years study with a
similar analysis we conducted last year and found that:
Facebook and Twit ter have become more influential.
Across all purchases, consumers have increased their
reliance on on Facebook and Twitter more than with any
other information source. The largest jump is with cell
phones and insurance policies.
Health plan buying is becoming more social. All types of
social influence gained considerably over 2011 in the health
plans category. This purchase decision saw the largest gain
in the use of discussions with friends and family the use ofrating and review sites.
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3) Information Influences on Computer
Purchases
We examined the information sources that consumers use to
purchase computers and found that:
Consumers rely on many sources. Except for Facebook
and Twitter, all the information sources we asked about
were described as helpful or very helpful by at least 50% of
our respondents.
Older buyers gravitate toward company-provided
information. Those aged 35 and older are more likely to
look at the websites of the computer manufacturer and
retailer to inform themselves during the computer-buying
process.
Younger buyers rely on discussions and ratings. The
top two sources used by consumers under 35 are
discussions with friends and family and information on
ratings and review websites.
Retail store employees beat out Facebook friends.
Across all age groups, consumers rely more on discussions
with store employees than on information from Facebook or
Twitter users.
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4) Information Influences on Computer
Purchases, Changes from 2011 to 2012
We compared the information sources that consumers used to
purchase computers in 2012 with those that they used in 2011
and found that:
Consumers use more information. No information source
lost influence from 2011 to 2012. One source, however, the
information on computer manufacturers websites, stayed at
57%.
Social media gained the most. While still the least
influential source we studied, social media sites like
Facebook and Twitter gained seven percentage points over
last year. Thats a gain of more than one-fifth of the originaldegree of influence and is most pronounced with
consumers between 25 and 34 years old.
Some sources lost influence among seniors. Those
aged 55 and up this year reported less use of information
on computer manufacturer websites, discussions with
friends and family, and comments on social media sites
when it comes to buying a computer.
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5) Information Influences on Cell Phone
Purchases
We examined the information sources that consumers use to
purchase cell phones and found that:
Retail stores employees have a lot of influence. Fifty-
nine percent of those surveyed said they find discussions
with employees at wireless retail stores to be helpful or very
helpful when making decisions about a cell phone
purchase. This preference holds strong among almost all
age groups.
Online reviews are most influential on the young. Sixty-
three percent of those customers aged 18 to 24 report
reading reviews and ratings online when looking for a newcell phone. Online reviews are not among the top three
sources for the other age groups.
Social media like Facebook has less influence. While
about more than half of consumers younger than 35 were
influenced by comments on social media sites when looking
for a new cell phone, the influence of those social media
sites drop off at older groups.
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6) Information Influences on Cell Phone
Purchases, Changes from 2011 to 2012
We compared the information sources that consumers used to
purchase cell phones in 2012 with those that they used in 2011
and found that:
Al l sources are increasing. No source of information
declined in popularity from 2011 to 2012. Comments seen
on social media sites gained the highest percentage12
percentage points out of an original measure of 29%.
Older users are putting less stock in company sites.
Though respondents aged 44 and younger look at wireless
company websites more than last years respondents, those
aged 45 and up report that company sites have lessinfluence on their purchasing decisions.
Discussions with employees remain most influential.
Last year as well as this year, interactions with employees
are at the top of the list. This is becoming even more
important for consumers younger than 35.
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7) Information Influences on Credit Card
Decisions
We examined the information sources that consumers use to
select credit cards and found that:
The credit card companys s ite is most popu lar. On
average, respondents use information on the credit card
website more than they use any other source. The youngest
consumers, however, are an exception to this rule.
Younger consumers prefer a more personal
connection. While most people prefer looking at the credit
card companys site, the youngest consumers in our study
prefer talking to friends and family as well as employees at
the credit card company when making a purchase decision.
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8) Information Influences on Credit Card
Decisions, Changes from 2011 to 2012
We compared the information sources that consumers used to
select credit cards in 2012 with those that they used in 2011
and found that:
Each source made small gains. No source stagnated or
declined from 2011 to 2012 and each source of information
gained users over the past year.
Social media gained the most, proportionally. The
percentage of respondents who report being influenced by
sites like Facebook and Twitter when purchasing a new
credit card increased from 25%, in 2011, to 34% this year.
Thats an increase of more than one-third.
Company websites are gaining and losing ground.
Consumers between 25 and 44 are using credit card
websites more frequently, but younger consumers are
moving to reviews and ratings along with Facebook and
Twitter.
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9) Information Influences on Insurance
Purchases
We examined the information sources that consumers use to
purchase insurance policies and found that:
Agents are the most important in formation source.
Almost two-thirds of those surveyed said that discussing
options with insurance agents is helpful. Agents are
particularly influential for consumers who are 25 and older.
Insurance company employees are also important. Over
half of consumers found discussions with insurance
company employees to be helpful. The youngest
consumers find this to be the most most useful information
source.
Social media attracts only one-third. Just one-third of
respondents say they find social media sites like Facebook
to be helpful or very helpful when in the market for a new
insurance plan. It is the least-used information source
across all age groups.
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10) Information Influences on Insurance
Purchases, Changes from 2011 to 2012
We compared the information sources that consumers used to
purchase insurance policies in 2012 with those that they used
in 2011 and found that:
Social media make a huge jump. Those who report
finding social media sites like Facebook to be helpful or
very helpful when choosing an insurance plan increased by
more than half from 2011 to 2012.
Forty year olds are craving more information. For all
information sources, consumers between 35 and 44 have
seen the largest increase in usage. The largest gains are in
discussions with employees of the insurance company andthe use of Facebook and Twitter.
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11) Information Influences on Television
Purchases
We examined the information sources that consumers use to
purchase televisions and found that:
Reviews and ratings are most popular. Fifty-six percent
of respondents said that reviews and ratings on sites other
than the retailers or the manufacturers are helpful. This is
the most useful information source for consumers who are
younger than 45.
Facebook and Twitter attract fewer purchasers. While at
least half of all respondents report using at least one of the
other sources of information, only 35% said that reading
comments on social media sites like Facebook helps themmake decisions about television purchases.
Older consumers prefer official content. In contrast to
younger consumers, those aged 55 and older are most
likely to find information on the manufacturers site as well
as discussions with retail store employees to be helpful or
very helpful when buying a new television.
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12) Information Influences on Television
Purchases, Changes from 2011 to 2012
We compared the information sources that consumers used to
purchase televisions in 2012 with those that they used in 2011
and found that:
Each source gained year over year. Each source of
information made a modest gain from 2011 to 2012. Social
media sites made the largest jump, from 25% of
respondents in 2011 to 35% in 2012.
Most sources lost audience among seniors. The only
serious losses from 2011 to 2012 were among consumers
aged 55 and up. Those consumers show much less interest
in online reviews, social media, and in-person discussionswith retail store employees compared to last years
respondents of the same age.
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13) Information Influences on Health Plan
Selections
We examined the information sources that consumers use to
select health plans and found that:
No source attracts a majority. Though some sources of
information are more popular than others, none of the
information sources is used by even half of the
respondents.
Health plans directly inf luence the decisions.Across all
age groups, the most used source of information is either
discussions with health plan employees or information on
the health plan websites.
Younger consumers turn to fri ends and family. For
consumers under the age of 35, discussions with friends
and family is one of their top two information sources.
Social media is not a major factor. Just 25% of those
surveyed rely on social media sites such as Facebook and
Twitter. Even younger consumers arent focusing on these
channels.
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14) Information Influences on Health Plan
Selections, Changes from 2011 to 2012
We compared the information sources that consumers used to
select health plans in 2012 with those that they used in 2011
and found that:
Health plan research is on the rise. Though no source
attained a majority in 2012, all sources increased
significantly. Social media increased by two-thirds, and
online reviews increased by one-third.
Discussions with family and friends lost prominence. In
2011, discussions with family and friends were almost as
popular as the two top sources. In 2012, though it did gain
users, it fell behind the others in total popularity.
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15) Information Influences on Automobile
Purchases
We examined the information sources that consumers use to
purchase automobiles. This is the first year that we examined
automobile purchases so we do not have comparison data withlast year. Heres what we found:
Dealership employees are c ritical. More than two-thirds of
consumers rely on their discussions with employees at the
dealership. While this source is one of the top two across
age groups, its particularly important for consumers who
are 45 and older.
Friends and family are also very inf luential. Six out of ten
consumers rely on discussions with friends and family, andthat is the most important influencer for consumers under
the age of 45.
Facebook and Twitter are not just for the youngsters.
The largest users of Facebook and Twitter in their car
buying process are consumers between the ages of 25 and
44, who use it even more than the youngest group.
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Temkin Group Data Snapshot
About Temkin Group
Temkin Group is a research and consulting firm that helps companies increase customer loyalty by improving
their customer experience. We combine thought leadership with a deep understanding of organizational
dynamics to accelerate the path towards customer-centricity and avoid many of the pitfalls along the way.
Building the capabilities to consistently delight customers doesnt happen overnight and it doesnt come fromdiscrete projects or one-off improvements. Building and sustaining great customer experience requires a
multi-year journey. We help clients build four customer experience core competencies.
We work collaboratively with our clients to identify programs that meet their needs. Our services include:
Interactive workshops to instill a common mindset, vocabulary, and approach across an
organization.
Strategic reviews of customer experience plans and objectives to identify opportunities for
accelerating efforts and avoiding missteps.
Assessments of customer experience competencies to identify and close critical gaps.
Senior executive sessions to ensure appropriate levels of alignment and commitment.
Executive coaching to help executives leading the journey.
Speeches and webinars to bring customer experience ideas to life and to energize groups around
the concepts.
Temkin Ratings to see how consumers feel about large companies.
When experience
matters
contact us
info@temkingroup.com
www.temkingroup.com
(617) 916-2075
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