Influencers Influence Less Online
Study: ‘Influencers’ Possess Less
Some very interesting findings:
nearly 80% said they were very or somewhat more likely to consider buying products recommended by real-world friends and family, while only 23% reported being very or somewhat likely to consider a product pushed by “well-known bloggers.”
Overall, social media remains chiefly a mode of communication and personal expression, rather than a source of credible information. A full 68% of users employ social media tools to connect with friends, while 44% use them to be heard.
Notably, more users believe online forums are a reliable source of information than those who do not—44% to 15%—demonstrating the unique market position held by popular voter-based recommendation sites likes Digg.com and Yelp.com.
