Social Media FollowThrus: 38% say Yes Please!
The research folks over at Empathica, have released this week their Q2 Report on Consumer Insights graphic summary, and the numbers are really interesting, eh! The one that grabbed my attention right away, was that 38% or more than 1 in every 3 of us, reads via social media a recommendation or referral from a friend — and then follow thru on same! Did you catch that? If a friend or a relative or anyone really, that you follow online says that such-and-such pizza is great, or this cab company is quick to pick-you-up or the picture quality on this brand of LCD TV is the best, one in three of us will use or try that service!
Social media then it can be said, triumphs over all the marketing and advertising IMHO that’s out there….and when read by a friend or peer or relative, it works!
Now that’s nice to know…and if you’re like me, and you’re shopping for that new LCD TV, seeing which brand gets the nod from friends/peers is an all important way to filter thru the hundreds of brands out there, eh!
I know, you’d maybe like to know just what kind of research this is, and how big is the sample, right? Well, here’s that info directly from Empathica themselves —
“… Results from Empathica’s Consumer Insights, led by Dr. Gary Edwards and Empathica’s Consumer Insights’ team, are published on a quarterly basis. The results are based on outbound Internet surveys with Empathica’s growing Insights Panel, derived from more than 30 million consumer surveys per year. Results have been weighted to reflect latest Census distributions in the U.S. and in Canada, including Region, Gender, Age and Income…”
Thirty million surveys over all of North America and then weighted results from census info…pretty reliable, I’d say and there’s more to think about here too…
For example (and you should click the link above to go and see all the various charts yourownself too, eh!) think about the reach of such behaviour…what I mean is that if right now, 1 in 3 of us follows up on recommendations and referrals by friends/peers….that means that this kind of behaviour will grow. When we want to know what movie to see, where to buy tires or how to find the best deal on that new iPad….we look to those friend/peer recommendations first! We trust our network, and their likes or dislikes, rants or raves are obviously playing a part in what we buy and where we shop and which service firm we use.
And something else to note too…that the % of US/Canadians who thought that customer service is getting worse — here’s the comment from the Empathica Q1 Report on restaurant foodservice for example —
“…Fifty-five percent of U.S. consumers feel their country’s customer service is getting worse, 13% are unsure, and 32% say they haven’t seen service suffering in this economy. Canadians were slightly less negative about their customer service in comparison, with 45% of consumers indicating customer service has gotten worse, compared to 39% who said it hasn’t gotten worse, and 16% reporting that they are unsure…”
And overall, between Q1 and Q2, the numbers of folks who thought Customer Service was worse, rose from 50% in Q1 to 58% in Q2…consider that as well. More and more of us who shop and buy, have found that to be not only true…but growing as we speak. Sad, really…but that’s what will seperate the best firms from the worst…the ones who can prove themselves to their current and prospective customers are the ones who can provide top notch quality service…and follow through on any issues that arise via ORM (online reputation management)…
Do you? If not…then IMHO, your firms days are numbered, eh….the cream always rises…and that’s the simple truth!Google