When it comes to working out what motivates UK consumers to refer brands to friends and family, you can forget celebrity endorsements and so-called social media influencers, their friends’ opinions are the ultimate deal clincher, beating even partners and spouses, with parents way down the pecking order.
That is according to a new study by Mention Me, which shows people would trust a friend (50%) more than a partner or spouse (46%); a recommendation from their parents (23%) is only marginally better than an online review from the public (21%).
Key findings that highlight increasing disillusionment with influencer marketing and social media include the fact that only 3% of those questioned would trust a celebrity recommendation and only 5% a blogger or YouTube influencer. Only politicians (on 2%) fared worse.
Perhaps unsurprisingly, given that everyone loves a bargain, getting the right deal is still very important for UK shoppers with 53% of those questioned selecting a percentage or money off future orders as the most attractive offer. This compares to only 11% choosing free delivery, 10% choosing a free gift and a sobering 1.9% a charitable donation.
We are also a selfish nation when it comes to referral, with 59% of those questioned choosing money off for themselves for making a referral compared to only 16% choosing money off for their friend or family on purchase.
Overall with both sexes the most referable sectors for referral relate to experiences: food & drink (65%), holiday & travel (57%), leisure/entertainment (42%). Technology (48%) and financial services (43%) also rate highly.
There are, however, some marked differences, with 40% of women very likely to refer fashion and beauty, compared to only 9% of men, and one fifth of the men interviewed were very likely to refer a tech brand compared to only one tenth of women.
The top five brands that those questioned have or would consider referring are Lidl (58%), Co-op (50%), Nationwide (49%), BA (48%) and Pizza Express (47%).
Mention Me chief executive Andy Cockburn said: “This research reveals that brands need to really focus on understanding what drives and inspires their customers to want to share and refer experiences – and that it’s not all just about offering the biggest discount.”
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