Study: Positive Online Sharing Increases Purchase Intent By 9.5%

Ever wonder how much that glowing social review from your fans is worth? Turns out it’s anywhere from $0.33 for a non-branded grocery item to $8,560 for a luxury car review by a close friend or family member.

Social data and sharing tool ShareThis performed a study alongside the  Paley Center for Media that took a look at the value of social sharing across a variety of mediums. The overall blended lift showed that excellent online shares lead to an overall 9.5% lift in purchase incidence.

Value-Of-Share

The report segments the data by supermarket, min-tablets and automotive shares with vastly different results for each. One fact was certain though, online sharing beat general consumer reviews and ratings across the board. The value of a share for each specific segment is as follows:

  • Non-branded Supermarket item: $0.33 recommended by a stranger
  • Mini-Tablets: $22.18 – 28.33 depending on the device and who shared it
  • Kia Rio LX: $1,487 from a close friend or family member
  • Jaguar XK: $8,560 from a close friend or family member

While the close online share is great, it doesn’t replace in-person vouching or the professional review. Online shares (9.5% increase in purchase intent) fell third behind in-personal recommendations (10.6%) and professional reviews (10.2% increase).

It turns out that the higher the cost, the more due diligence a consumer prefers. With smaller items such as a tablet, an online share is equivalent to that of a professional review. A luxury vehicle, however, has a 9% discrepancy, favoring the professional reviewer.

Oh, and those negative reviews? They hurt. Online shares cause more damage than a professional review when it comes to product desirability. The negative online share damage is only slightly less detrimental (-11% drop in desirability)  than in-person (-11.2%) and consumer ratings/reviews (-11.3%/-11.2%):

Bad-Reviews2

To view the full data on the report, head on over to ShareThis.

Images used courtesy of ShareThis.

 

Related Topics: Channel: Social Media Marketing | Statistics: General | Statistics: Online Behavior | Statistics: Popularity & Usage | Statistics: Social Media | Top News

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About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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