February 19, 2013
Consumers are turning to the Internet more and more when making shopping choices. According to a Nielsen global survey, the Internet is influencing choices by consumers when buying new products. Social media is also an important decision-making tool when consumers are looking for new products, according to the survey.
The Nielsen Global Survey of New Product Purchase Sentiment surveyed more than 29,000 people with Internet access from 59 countries about new product awareness.
In the United States, nearly 60% of those surveyed said they were “much more, or somewhat more than likely” to buy a new product after discovering it through active Internet search, through an online forum, from a company or brand’s Web site, or through an article on a Web site that is frequently visited.
Thirty percent of respondents also said they were much more or somewhat likely to buy a new product after learning about it through social media, 29% through a Web ad, and 27% through a video posted on a video-sharing website.
“Consumers are increasingly finding the Internet and mobile vehicles just as compelling as other more traditional advertising,” said Rob Wengel, senior vice president at Nielsen Innovation Analytics. “Social media can also be an effective soundboard to hear about potential issues or to identify future innovation opportunities. As reliance on social media continues to broaden for CPG products, it is especially impactful when used in combination with TV to enhance recall, facilitate one-on-one consumer engagement and dialogue, and listen to what consumers are saying.”