consumer purchasing behavior

What Influences Consumer Purchase Decision? WOM and Paid TV

Jack Loechner, writing for the Research Brief from The Center for Media Research, discusses Deloitte’s 2015 Digital Democracy Survey, which highlights the influencers of U.S. consumer purchases:

-More than 80% of Americans aged 14+ report that recommendations from friends, family or known acquaintances have a medium or high influence on their purchase decisions.

-Among paid media, television ads still command the broadest influence, according to 65% of respondents.

-Other paid media influencing purchase decisions include: in-theater ads, magazine ads, and newspaper ads.

-Unpaid influencers include: online reviews/recommendations from social media friends and online reviews.

-An endorsement from an online personality is approximately as influential as an endorsement from a celebrity.


Understanding the paid and unpaid media influencers of consumer purchase decisions is vital for marketers.


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