SmallBusinessNewz

Before deciding to buy recommended products or services, the majority (81%) of Americans will go online to verify recommendations, specifically through researching product/service information (61%), reading user reviews (55%) or searching ratings websites (43%), according to a new report by marketing firm Cone.

"Consumers have become extremely savvy about how brands are marketing to them," said Bill Fleishman, Cone's president and head of Brand Marketing.

"Partly due to an increased skepticism toward brand marketing, consumers have elongated the decision-making process to seek additional sources of affirmation before making up their minds. As marketers, we have another step to take before we close the loop."

Increasing skepticism of traditional media, technology advancements and growing online connectivity have all combined to give consumers control of their research volume before deciding what, when and how to buy.  Personal recommendations alone are no longer enough to guarantee a purchase, as three-quarters of consumers (77%) agree they are more likely to purchase products or services when they can find additional recommendations about them online.

Among 25- to 34-year-olds, online verification is even more vital; 91 percent will go online to verify recommendations before making a purchase and nearly the same number (90%) are more likely to purchase products or services after finding additional online recommendations.

Online verification does take on a more crucial role for certain purchase criteria. For example, two-thirds of consumers will go online to verify recommendations about products or services they'll own for many years (66%) or those that have an unfamiliar feature (65%). Product claims are also fair game, as Americans will verify recommended products or services with health and safety claims (66%).

"While online verification may not be required for every product category, our research shows that there is a wide range of products and services that will be scrutinized via the Internet regardless of price point," said Fleishman.

"Online verification is now the deciding factor to drive consumers to that final purchase. Marketers who ignore this behavior shift will miss out on a golden opportunity to influence purchase decisions. Reaching influencers online is no longer a nice to do - it is a must do."