Consumers' Definitions Of Online Recommendations, August 2013 [CHART]

Chart - Consumers' Definitions Of Online Recommendations

Consumers like brands on Facebook for a number of reasons: some out of loyalty, some for deals, others to get updates. A new study from Zócalo Group suggests that whatever the reason for a friend’s like, many consumers consider it to be a recommendation. Survey respondents, asked what they would view as an online recommendation to encourage them to try or buy a brand or product, pointed most commonly to YouTube video reviews (46.5%) and a friend liking a brand page on Facebook (46.1%).

Close behind, 45.5% view positive brand reviews as recommendations, and 44.4% consider news articles about the brand or product the same way. A Facebook post that mentions the brand or product is perceived to be a recommendation by about 4 in 10 respondents. Interestingly, 18% consider a banner ad to be an online “recommendation,” proving, perhaps, that some consumers extend recommendation authority to the brands themselves. Read the rest at MarketingCharts.