According to a recent eMarketer report, a study of the typical online buying process has uncovered the journey for most people, and the growing number of resources that buyers rely on -- as they make their informed purchase decisions. Research from GroupM Search and comScore highlights the increased use of another resource consumers are turning to in combination with their proven search engine usage -- that being, a variety social media content. Skeptical marketers that question the influence of independent product reviews on purchasing habits now have reason to rethink that skepticism. eMarketer says that buyers who will purchase are almost as likely to use a combination of search and social resources (48 percent) as they are to just use search alone (51 percent). Furthermore, when people were exposed to both brand-specific search results and social media, search click-through rates increased by 94 percent -- indicating how substantive product review content can help market...
TMT Market Research and Analysis