Online reviews have the biggest buying influence on Australians

Paige Murphy
By Paige Murphy | 10 July 2019

Online reviews and friend recommendations are the two highest influencing factors to purchase behaviours, Pureprofile's 2019 Media Consumption Report finds.

The data and insights company conducted a survey of more than 1,000 Australians to understand the behaviours, habits and motivations behind how different generations use social media and apps.

The report found that marketers looking to target millennials and gen Z should serve ads during the evening, at lunch, and during peak commute times.

Millennials spend up to an hour every day shopping online, with the report suggesting brands and marketers use retargeting strategies to drive these consumers through the purchase funnel.

Gen Z spend more than two hours each day on social media. The report findings suggest marketers target this age group through social platforms.

Baby boomers are far less likely to consume media whilst at work compared to younger generations, so it’s optimal to deliver ads outside of work hours.

The age group spend the least amount of time browsing online stores with in-store promotional options being preferred.

The report also revealed 32% of Australians are using smart TVs on a daily basis, with gen X and baby boomers more influenced by TV ads than they are ads delivered via social media.

In terms of social media consumption, Australia’s top three platforms are Facebook (79%), Messenger (60%) and Instagram (49%).

The least three used social platforms are Twitter (17%), Skype (15%) and WeChat (4%).

It was also noted that engaging with influencers should be done for brand awareness purposes only as it has low impact on purchase decisions.

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