Strive Notes

Image by cambodia4kidsorg via Flickr

Markettools has just released a report that reveals that more than two-thirds (68 percent) of online adults say they visit online blogs, communities or social networks, and 33 percent engage in product research online to help make purchase decisions.

It’s more evidence that organisations, especially companies who sell products or services need to get serious about social media engagement.

Many of these people are visiting social media sites specifically to research products and services:

• 33% are doing research to inform purchasing decisions.
• Baby Boomers are significantly more likely than other groups to read or post comments about products and services on these sites (37%).
• Baby Boomers (63%), along with Generation X (59%), are significantly more likely than other groups to visit the corporate websites of product or service providers.

The research shows that blogs, communities and social networks have a direct impact on purchasing decisions:

• 47% of all respondents say that social media sites have influenced their decision to purchase particular brands or services to at least some extent.
• 26% of all respondents actually changed their minds about buying a product or service because of what they read on a blog, community or social network.
• Women are significantly more likely (29%) than men (22%) to change their minds about a purchase because of these sites.

Related articles by Zemanta

• Boomer Use of Online Social Media Grows
• Nearly 70% of Online Adults Use Social Media, Often Research Products

Filed under: public relations