“Reviews” ranked as the top factor influencing purchasing decisions.
Mar 7, 2025
Sharing and informing the questions and doubts of daily life through our original mini-research style “SMART RESEARCH”
This time we did a research on the factors that influence people when purchasing products and services.
“Influence from family and friends” has a greater impact on purchasing decisions than mass media.
There are various factors and sources of information that influence purchasing decisions for products and services.
There are some possible factors, such as advertisements, reviews and recommendation from friends/family members, and so on.
In this survey, we did a research on the factors that most influence people when they are considering to purchase products or services.
First, we found that reviews/review sites were the main factor that influence people when purchasing products or services accounting for about 30% of the total.
Reviews or review sites seem to be an informative tool, as it allows users to check details about what people who have actually purchased the products feel and images of them.
Furthermore, about half of respondents answered that they are influenced by reviews or review sites when purchasing a product.
Many people purchase a product or service based on an influence of their friends or family members, with over than 40% of all respondents. 20% of them “friends/family members” are the most influential.
Also, we asked the respondents how often they purchase a product based on a recommendation from their friends or family members.
About half of them selected “sometimes,” and 6.6% of the respondents frequently buy products under the influence of friends or family members.
From the above results, we came to know that recommendation from friends or family members can lead to increase reliability and acquisition of a sense of security.
The opinions from person you can trust will become an important factors that can have a great influence on your purchase decisions.
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| Title | Survey about impact of purchasing decisions |
|---|---|
| Criteria |
【Gender】Male and Female 【Age】20s～50s 【Area】Nationwide |
| Sample Size | 320ss （Partial: 276ss） |
| Survey period | Tuesday, June 25th, 2024 ～ Wednesday, June 26th, 2024 |
| Method | Web questionnaire |
| Research organization | Asmarq Co., Ltd. |