Product category:
Public relations
News Release from: Loud Group
Edited by the Marketingservicestalk Editorial
Team on 21 August 2007
'Blog buddy' takes over mother's role
Mothers can't compete with the internet when it comes to giving advice on buying household appliances, says a new survey, as 9 out of 10 consumers now turn to the internet for help
Gone are the days when mother knew best, as the survey reveals that 74 per cent of consumers admitted to being more influenced by comments in online communities than by their own mothers, and less than a quarter of people would buy the same brand as their mum People are no longer turning to family or friends before they spend money on new household appliances, but trust the continually expanding number of blogs and comments posted online
Commissioned by premium domestic appliance manufacturer Miele, the survey was carried out to launch milesbetter.org, where people can go to find consumer product reviews, and research what others are saying online about domestic appliances.
"These findings show that online consumer comment has become a significant influence in people's choices and that online communities have become a reliable source of information to those wanting to make significant household purchases," said John Kershaw, GB Head of Marketing.
Of the people surveyed, 85 per cent said that they now research online before they make a purchase, with 8 out of 10 saying that a positive online consumer comment would actually encourage them to buy.
And, such is the influence of online communities, 60 per cent of respondents said that just one negative comment could discourage them from buying a product.
It's not just holidays and groceries that people go online to buy: over 90 per cent of people consider researching and buying household appliances, such as washing machines, ovens and vacuum cleaners, online; close behind are audiovisual and computer equipment at 85 per cent; and 40 per cent of people are buying clothing and shoes.
Even though we're turning to 'blog buddies' to help us decide what to choose, nearly 50 per cent of us still prefer to touch and feel a product before we buy.
However, 44 per cent of us have gone the whole way, by both researching and buying domestic products online, thereby relinquishing all human contact in our purchasing decision.
Only 2.5 per cent of people claim they would not use the internet at all to either research or buy a domestic appliance, making the internet even more influential than previously thought.
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