31% of consumers say they are using social media channels Once a want, need or problem has been identified, the consumer has two options for most purchases. He or she might purchase a trusted brand, or they might research the options – gathering the information they need to make a decision. Research, or at least […]

31% of consumers say they are using social media channels Once a want, need or problem has been identified, the consumer has two options for most purchases. He or she might purchase a trusted brand, or they might research the options – gathering the information they need to make a decision. Research, or at least information gathering, is a common process for purchasers. Traditionally the majority of the information was drawn from sources associated with one or more of the competitive brands available. In 2020, however, the majority of information comes from third-party sources. Consider:  31% of consumers now use social media channels for research 84% of Millennials use user-generated content to research brands Conversions increase 133% when mobile shoppers see positive reviews before buying  Consumers are researching brands more than ever, and there are more sources of information available than ever before with varying levels of reliability. It is…