Consumers Trust Online News for Purchase Decisions
This is the second of two posts related to our new quarterly consumer research pulse. Starting this quarter, we’ll be fielding brief surveys of consumers to understand their perceptions of media and marketing. As with the last post from this quarter, the insights below are drawn from data from more than 2,000 U.S. adults 18 or older.
Where do consumers go to research and make purchase decisions?
Forty-two percent of respondents said that online news sites have the best information for researching a product or service. This was followed by social media (26%), television (20%), newspaper (7%), and radio (6%). Regarding best information for making a purchase decision, online news sites once again come out on top (35%).
For B2B, is it wise to invest marketing dollars in consumers’ social feeds?
Our survey suggests not necessarily. More than two thirds of consumers (69%) said they tend to disregard work-related stories or promotions that come up in their social feeds. For companies investing in influencer strategies, just over one third (36%) said that influencer adds in their feeds would lead to making a purchase decision or research more about it. For many marketers, however, these data might provoke optimism about tapping social channels for B2B, given how hard these audiences can be to reach. There’s clearly an opening if you’re disciplined and rely on data to thread the needle.
What’s the takeaway?
Online news sites, which our data suggest are the primary and still relatively trusted source for news, are also the go-to source for consumers to research and make purchase decisions. Likewise, social media, while not the most trusted source for news, is nonetheless important for research and purchase decisions, even for B2B in some cases. Regarding influencers, decisions to deploy paid strategies may be a coin flip: it may be worth the investment if the targeting – and, of course, the influencers, are spot on.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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