What might consumers buy on freinds' recommendations alone? Turns out they would buy low cost items or try services like hair stylist, barber, etc.

1. Augustine Fou- 1 -
Marketing Science April 2014
Source: Marketing Science Consulting Group April 2014

2. Augustine Fou- 2 - Augustine Fou- 2 -
Marketing Science March 2014
Recommendations
from friends is #1
Consumer reviews
posted online is #2

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Author’s Commentary
“Most modern consumers are savvy; so
while 45% won’t buy anything on just
recommendations alone, about half of them
would try restaurants or services (hair
stylist) and low cost items on friends’
recommendations alone. But notice that for
medium and big ticket items, they usually
do further research online.”
-- Dr. Augustine Fou

4. Augustine Fou- 4 -
Additional Details

5. Augustine Fou- 5 -
In the past WEEK, do you recall seeing ANY of the following types of ads?
44% Don’t Recall ANY Ads
Source: Marketing Science Custom Research, March 2014

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70% Don’t Think Ads Help
decisionmaking, but are good for awareness
Source: Marketing Science Custom Research, March 2014
low-cost
item
big-ticket
item
“Which of the following help you decide to
buy a specific low-cost/big-ticket item” N = 1,000

7. Augustine Fou- 7 -
big-ticket
item
low-cost
item
Consumers are savvy...

8. Augustine Fou- 8 -
Dr. Augustine Fou – Chief Digital Strategist
“I study consumer behavior and advise
clients on what actions and advertising
are likely to be acceptable to modern
users, who clearly are very savvy .”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

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Augustine Fou- 9 -