83% of the consumers said that they used search engines for finding information, 71% said that they use search engines for shopping and 62% reported using search engines for news. For a successful marketing strategy, it is important for marketers to find out how consumers like gathering information. 86% of the respondents in the survey said that search engines are important in their decision making processes. 66% said that they use search engines to research about a company or product before making a purchase.
Reviews are also important for consumers before making a purchase. 86% of the respondents said that they read reviews before deciding about making a purchase, with 44% saying they always read reviews and 43% saying they do it often. On the other hand, paid ads are not very popular among consumers as only 5% of the consumers said they click on paid ads all the time while 47% click on them rarely. 27% of the respondents said that they never click on paid ads.
The survey also found out that social media also plays some role in making consumers buy something. It is way more important among younger people than older ones, with 41% saying that social media shapes their decision if they want to buy something online. 29% of the respondents also reported searching about companies or products on social media, with 46% of younger people between the ages of 18-24 doing so. 47% of the women respondents said social media is important for their decision making process as compared to 36% men.
83% of the respondents also said that they read an article on a website in the past week, which means that there is still digital news consumption among consumers. 57% of the respondents said that they research about a brand by reading articles published in high authority publications. 74% of the respondents also said that if they read an article about a brand or product, it increases their awareness about the brand and positively affects their purchasing decisions.
As it is an age of AI now, AI tools like ChatGPT are also making a remarkable change in the consumer market. 48% of the respondents reported using ChatGPT in the past week. 54% of them were younger people of ages 18-24 and 52% of them were ages 25-34. 16% of the respondents said that they use ChatGPT daily. It is important for digital marketers to have their presence in traditional search engines as well as making their content align with AI platforms.
Social media influence is also growing among consumers. YouTube made consumers the most influenced for making a purchase (41%), followed by Instagram (32%) and Reddit (29%). TikTok has a stronger impact on younger generations, with 50% of 18-24 year olds saying that TikTok made them purchase a product. The survey also found that women were more likely to get influenced by Instagram and TikTok than men. Facebook’s influence is decreasing among all audiences, especially younger audiences. 31% of consumers aged 45-54 were influenced by Facebook as compared to 11% of consumers aged 18-24.
Marketers also need to overcome the challenges of ad blockers that some consumers use. 47% of the respondents of the survey admitted to using an ad blocker, with 52% of respondents aged 18-24 avoiding ads through ad blockers. This shows that marketers should use strategies that are non-intrusive to consumers and attract them so they can buy products. If marketers need to win the hearts of consumers, it is best that they use search engines as 47% of the respondents said that if a helpful article appears in the search engine, it might strengthen their relationship with the brand.
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by Arooj Ahmed via Digital Information World
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