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MarketingVOX: Consumer-generated media greatly influences the purchasing process for online travel and auto shoppers,?according to a?new study by research firm Compete Inc.The report shows that CGM affected the outcome of vehicle purchases and travel reservations for 24 percent of respondents, ClickZ reports. The in-house study also found that over half of respondents - 51 percent - used CGM to help narrow a choice, 23 percent consulted consumer-created information to confirm a decision and 15 percent used it to pick their top choice.
Compete surveyed 650 panel members online who made a purchase in the previous six months and visited blog review sites, message boards or online communities. Three-quarters of respondents were between 25 and 54 years old.
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