Before making a big investment like buying a new set of tires, many consumers will seek out advice and expertise to assist in the decision making process. To be sure they are getting the best fit for them, consumers consult everything from their local shop to friends and Facebook.
The 2016 data, gathered by Marketplace Insights, saw the biggest increase in the percent of consumers talking to their friends and family before making their purchase. This only re-enforces the growing importance that word-of-mouth recommendations can play in a consumer’s decision.
A new method of research this year’s study included for the first time was the use of social media such as Twitter and Facebook. Coming in at 41% of consumers, it ties in popularity with talking with friends and relatives, but comes just short of talking to a technician at 42%.