Research reveals the rise of the ‘investigative consumer’. In the age of information overload consumers are demanding something real.
A new research whitepaper The Experience Economy has identified a new breed of consumer, who needs the reassurance of experiencing a product before they will commit to purchase.
According to The Experience Economy, produced by leading experiential marketing agency Tribe, @tribemarketing while media consumption habits have changed dramatically, the desire to try a product – through samples and events – has increased in importance in the wake of the economic downturn. http://www.tribemarketing.co.uk/
This new tribe of investigative consumers are adopting a ‘try before they buy’ mentality which has made experiencing the product key. According to the research 70% of consumers have purchased a product after visiting an experiential event, with 74% also going on to tell on average a further 5 people about the product.
Over half (55%) of consumers are more likely to try a product they can test out first, while 32% of consumers would be less likely to buy a new product without trying it.
Commenting on the research Chris Russell, Tribe Director, says that today’s cautious consumers value tangible experiences and face-to-face interaction with brands ahead of other media channels. ‘Trial has never been more important in driving purchases and in this new Experience Economy giving consumers a tangible experience and getting the product into their hands has never been more important.’
He continues: ‘In the digital age it is all too easy for marketers to overlook the importance of building real world relationships with consumers. Getting products in consumers’ hands not only helps to nurture long-term brand relationships but drives recommendation across multiple media channels.’
Key Stats
Over half (56%) of consumers cite free samples as the most effective way to get them to purchase a product.
Over a quarter (27%) of respondents spent 1 to 5 minutes trialling or tasting a product at an event or roadshow, with 26% dedicating the same amount of time to tasting or trialling a product in store. In contrast just 11% of consumers spent 1 to 5 minutes on a product’s social media or Facebook page.
42% of consumers say that seeing a product demonstrated would make them recommend it, compared to just 18% for those who saw it on TV.
31% of consumers are very likely to recommend a product they had the opportunity to use, compared to 4% of consumers who had seen a product recommended via social media channels.
For any more information please contact:
Tom Stephenson. Orbital Media PR
(0) 203 411 9111 (ext 804)