A survey made by the CREDOC for eBay shows that French consumers use the net more and more to get information about products before buying. One out of two consumers look for information from other consumers, 14% regularly (blogs, forums, etc.). Obviously they trust their peers whom they see as experts and pros.
The more they use Internet, the more sources of information they use (magazines, peers, websites, etc.). The non-Internet users rely on only one source.
Internet users declare themselves more powerful in regard to brands. Consumers are smarter, they trust brand information less and less when it comes to making a purchase decision. Brands are in competition with consumers for branding and trust. Consumers wonder if brands are often not expensive for no reason. Guilty of over-marketing too.
Internet increases consumer power by offering more distribution channels, a wider choice of products, even products from outside of the country. More competition, at all levels.
Internet builds a new consumer culture, based on new tools (price comparator, consumer opinions, advice and recommandations, auction websites like eBay, etc.). This is crowd sourcing consumerism: finally no spam, the epitome of anti-marketing. Brands are losing their monopoly of information (advertising) about their own products.
- "L'Internet participatif redonne confiance aux consommateurs", CREDOC, Consommation et Modes de Vie, N°222, juin 2009. Telephone survey, representative sample of 1007 persons living in France, 18+.
- Nielsen, Global Online Consumers Survey, April 2009. 25,000 people, in 25 countries.