Thursday, March 26, 2009

Who Do Consumers Trust?

New studies done by JupiterResearch are reaffirming a long-standing, well-known fact -- consumers trust each other much more than they trust you. They understand that businesses who want to turn profits may have a bit of a hidden agenda, while fellow consumers do not.

What is new about this finding is the effect that this consumer attitude has on shopping in this digital age. With consumers looking to reduce their spending, 45% looked at 3 or more web sites to research their latest purchase. About one in five used internet resources to help them decide where to make a purchase. They are taking advantage of the community aspects of the internet and looking to user ratings and reviews, other third party sources, and online forums to help them make their purchasing decisions.

Collect good consumer testimonials and include them on your web site. Invite appropriate third parties to review your business services and include those on your web site. All of these trust-building elements can be added to your profile.

June Bisel
Partner, BBG&G Advertising and Public Relations

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