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THE 3 STEPS OF THE INTENTION TO BUYIT’S SOCIAL IT’S MINE
Gennaro Palma
//
THE 3 STEPS OF THE INTENTION TO BUY
2
1 2 3Preliminary
information
Comparative
information
The Last «mile»
before the purchase
Gennaro Palma
//
THE 3 STEPS OF THE INTENTION TO BUY
3
1 2 3Preliminary
information
Comparative
information
The Last «mile»
before the purchase
Gennaro Palma
//
STEP 1: PRELIMINARY INFORMATION
4
42%
41%
17%SPECIFIC INFORMATION
RELIABLE SOURCES
EXPERIENCE AND SHARIMS
Search engines
Prices
comparison
Corporate
websites
Social Network
Forum &
Communities
Consumers
service sites
Vertical websites and blogs
Gennaro Palma
//
STEP 1: INSTITUTIONAL SOURCES
5
The first
step to
obtain
information AUTOMOTIVE FINANCE
TECH TOURISM
SPECIFIC
INFORMATION
RELIABLE
SOURCES
EXPERIENCE AND
SHARIMS
57% vs 43%
0% 10% 20% 30% 40%
55-64
45-54
35-44
25-34
18-24
43%
30%
27%
42%
38%
20%
44%
39%
17%
55%
30%
15%
Gennaro Palma
//
EVENTS FASHION & DESIGN
BEAUTY & SELFCARE FOOD & BEVERAGE
FASE 1: THE ROLE OF THE SOCIAL MEDIA
6
The favorite
access gate
42% vs 58%
0% 10% 20% 30% 40%
55-64
45-54
35-44
25-34
18-24
SPECIFIC
INFORMATION
RELIABLE
SOURCES
EXPERIENCE AND
SHARIMS
34%
55%
11%
41%
44%
15%
36%
49%
15%
42%
44%
14%
Gennaro Palma
//
THE 3 STEPS OF THE INTENTION TO BUY
7
1 2 3Preliminary
information
Comparative
information
The Last «mile»
before the purchase
Gennaro Palma
//
FASE 2: COMPARATIVE INFORMATION
8
41%34%
25%
(-1pp)(-7pp)
(+8pp)
SPECIFIC INFORMATIONRELIABLE SOURCES
EXPERIENCE AND SHARIMS
“COLD” MARKETS
43%
[-3pp]
30%
[-4pp]
27%
[+7pp]
“HOT” MARKETS
39%
[+1pp]
39%
[-9pp]
22%
[+8pp]
The
importance of
the Experts
grows: +8pp
Gennaro Palma
//
THE 3 STEPS OF THE INTENTION TO BUY
9
1 2 3Preliminary
information
Comparative
information
The Last «mile»
before the purchase
Gennaro Palma
//
FASE 3: THE LAST MILE BEFORE THE PURCHASE
10
37%[+12pp]
32%[-2pp]
25%
6%[-35pp]
SPECIFIC INFORMATION
BELIEVABLE SOURCES
EXPERIENCE AND
SHARIMS
PERSONAL RELATION
• the believable
voices
• our peers
• people we know
Gennaro Palma
//
RELIABLE SOURCES
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Step 1 Step 2 Step 3
THE ONLINE CONSTRUCTION OF THE INTENTION TO BUY
11
Preliminary information Comparative Before purchase
SPECIFIC INFORMATION
EXPERIENCE AND SHARIMS
PERSONAL RELATION
Consumers trust in ADV %
Recommendation from people I
know
84%
Consumer opinions posted
online
69%
Editorial contents such as
newspapers
68%
* Nielsen’s latest Trust In Advertising report (Sep 2013)
29,000 consumers in 58 countries
+ 20pp
- 9pp
- 36pp
+ 25pp
Gennaro Palma
THANK YOU
12
