In a recent Nielsen Global Online Consumer survey, it was revealed that 90% of online consumers are highly trusting of personal recommendations made by those close to them and 70% of the consumer group consider online reviews as reputable information sources.
While these numbers are certainly impressive, I don’t think that they should really come as a surprise to anyone. It’s no secret that sites like Twitter, Facebook and every site that allows user interaction has contributed to the excess of opinions on any topic, and the openness and transparent nature of these sites leaves little room for brands to hide their dirty laundry.
The study also goes on to point out that the plethora of consumer-generated media has also forced brands to be much more honest with their traditional advertising. This fact has created a situation where consumers are now even looking at brand-sponsored advertisements as a much more reputable source of information than they did before.
Does this mean brands are starting to “get it”? It’s something that we have been talking about for a long time now, but it’s great to see the power of social media and how it has influenced not only purchase decisions, but the way advertisers market their products as well.
