A new survey by Cone says that four-out-of-five consumers will go online for a recommendation when they’re interested in buying something–even after it’s been recommended to them by a friend or family member. Looks like blood isn’t thicker than water these days. Not when it comes to parting with hard earned cash. And it doesn’t have to be a lot of cash, either.
The survey found that cost wasn’t a big factor in the decision to verify product claims. 82% said they would do research online before buying a car, but 72% said they’d check the reviews on movies and restaurants before heading out. Once they find what they’re looking for online, 80% of those polled said that a positive recommendation would reinforce their intent to buy. It’s interesting to note that only 68% said a negative review would stop them from buying a product or service. That may be the result of our tendency to want validation for our own ideas. Dad likes it, the guy online likes it and so do you, equals, you’re a smart decision maker.