Information Sources That Influence Purchase Decisions.

Is advice from someone you know more persuasive than advertising? Shoppers cited it almost twice as often when asked what influences their purchase decisions.

Recommendations from friends and family were cited by 46% of respondents, followed by product reviews (35%) and brand or product websites (31%). People they follow or know on social media came next (27%), followed by product labels and packaging (25%) and brand or product advertising (24%).

One comparison stands out: AI platforms and brands’ own social media accounts were each cited by 22% of respondents. Influencers were cited by 14%. These figures show how often each source was mentioned. They don’t tell us which channel drives more sales.

For brands, I’d start by checking what shoppers find when they look into a claim they saw in an ad. Does the website answer common questions? Do reviews explain who the product worked for and why? Can shoppers tell from the label what sets it apart from the product next to it on the shelf?

Shoppers can check an advertising claim in all three places. Do they get consistent answers?

Think of the last purchase you were unsure about. What helped you make up your mind?

Data processed by Media Systems