Consumers’ top purchase influencers are also their top sources of new product awareness, according to results from a recent Nielsen report. The study, based on a survey of 30,000 consumers across 60 countries, found that friends and family (56%) and TV ads (52%) are the leading sources of information about new products for consumers. These are also consumers’ top purchase influencers, according to studies by MarketingCharts and by Deloitte.
Still, the Nielsen survey results indicate that fewer consumers rely on these sources than did 3 years ago, with this particularly the case for TV ads. (It’s worth noting that a 2013 survey from Ipsos found TV ads and word-of-mouth to be the leading sources of new product and brand discovery for US consumers, while the global average placed the internet at the top of the heap, followed by TV ads.) Read the rest at MarketingCharts.