Word of mouth research: WOM is the biggest influencer in apparel and electronics purchases

When buying apparel and electronics, consumers look primarily to their peers for information about products, retailers, and past shopping experiences. That’s according to a study by the Retail Advertising and Marketing Association and BIGresearch.

Findings from the study include:

  • At 44.4%, WOM is the number one influencer in electronics purchases
  • At 34.4%, WOM is the number one influencer in apparel purchases
  • 36.8% of elecontrics consumers look at product reviews before making a purchase
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