Survey Reveals Consumers Prefer Facebook‘ Likes’ Over Review Sites But Also Search Other Touchpoints
It’ s the online stamp of approval. The Facebook“ Like” button, According to the 2011 National Online Consumer Behavior Study by CityGrid Media and conducted by Harris Interactive, the Facebook " Like " button outranks review sites as consumers ' preferred way to show support for local businesses.
The survey, conducted by phone last March, had a nationwide cross-section of 1,006 participants. The findings also indicate that consumers research when it comes to making decisions about which local businesses to frequent, but no one factor or source overwhelmingly influences the final choice.
“ Surprisingly enough,‘ Likes’ are tramping [ over ] reviews when it comes to sharing feedback, but this does not trans-
late to Facebook being the first or only place consumers turn to when deciding to try some place new,” says Kara Nortman, SVP, Publishing at CityGrid Media.“ What this means for small businesses on the Web is that they should encourage‘ Likes,’ but also round out marketing efforts to reach consumers across a variety of touchpoints. The truth is, there’ s no one silver bullet to influence people that are choosing local businesses on or offline.” At a glance, the survey reveals that:
● 52 percent of adults under 35 visit more than two Web sites before checking out a local business
● 63 percent of respondents under 35 head to Google
● 24 percent visit Facebook
● 21 percent look at review sites
● 17 percent click on the first link on the search results page
● 8 percent say a deal is the number one factor that influences them to try a local business
MILLENIALS 2011: Understanding the Present and Future of the Marketplace
It is critical to understand the Millenials as they are today’ s and tomorrow’ s consumers. In a recently published Milennials
2011 report by The Hartman Group, this generation comprises one-quarter of the U. S. population and influences over $ 170 billion in spending power annually( one out of every five household dollars is spent on or by a Millennial). This report, fielded in April and May this year, takes an in-depth qualitative and quantitative look into the lifestyle, culture of food, brand loyalty and usage of social media among the Millennials. To further understand this generation and how to better connect with them, here’ s a lifestyle snapshot:
● There are three primary ways in which the Millennials differ from other generations: 1) They have a greater self-awareness and self-focus; 2) A heightened interest in travel; and 3) Are comfortable with technology in a way that reflects its importance in their daily lives. Travel is the single area in which this group wants to be significantly different than their parents.
● Exercise is all about staying active and having fun, yet they don’ t like to think of what they’ re doing as exercise. They’ re more interested in home DVD’ s, home equipment, playing group sports, Wii or Kinect, biking to / from work— things they’ re able to integrate into their life / lifestyle without too much extra effort. Many Millennials engage in yoga, but most practice it informally and infrequently.
● Millennials are more apt to say they are less involved in sustainable practices than Gen X and Boomers. Like Gen Xers, Millennials are less enthusiastic— and more skeptical— of sustainable products than are Boomers. Where Millennials do respond is to companies that appear to have a“ sustainable organization.” That is, companies that treat their employees well.
October 2011 ■ PULSE 11