A new report from ad-ology shows that 60.5% of consumers who recently purchased a mobile phone said that online product reviews and user comments weighed significantly in their buying decisions. The reports show that 30% of people felt that blogs had the same level of influence on buying decisions.
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Key findings showed that buyers likely to rate online blogs and reviews highly tended to be 18 to 34 year olds with higher than average incomes. 26.3% of buyers said they prefer to buy online rather than in a store. The price of the phone isn't as important to most buyers as the phone quality and the quality of the mobile network.
“This is the modern day version of ‘word-of-mouth’ advertising,” said C. Lee Smith, president and CEO of Ad-ology Research. “Advertisers have always known the immense value of positive ‘word-of-mouth’. Now consumers have a whole world of opinions and reviews available online, and this survey shows how much they value that kind of information.”
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