A new study by Rubicon Consulting states that word of mouth and online reviews are the most influential factors in consumer purchasing decisions. According to the study, the Internet is also important in providing customer support. The survey also looked at consumer’s use and perceptions of different websites and categories of websites:
- The Web is the #2 resource for customer support information, after user manuals. It ranks ahead of calling the manufacturer or asking a dealer.
- Website categories that get the most daily usage are search, social communities like MySpace and Facebook, general news websites like CNN.com and NYTimes.com, and online banking.
- The websites that Americans value most are (in order), Google, Yahoo, YouTube, Wikipedia, and Facebook.