In new research from B2B ratings and reviews platform Clutch, 85% of survey respondents said the way they discover brands has fundamentally changed during the past five years, with six in 10 consumers saying they discover new brands online, while 78% still encounter them while physically shopping.
As such, discovery is no longer based on a single channel for most consumers. asserted Clutch.
When they come across relevant new brands, 72% of survey respondents said they typically make a purchase within a month of discovery. Social media drives exposure for 34% of consumers, and 43% still turn to Google or another search engine when actively researching.
With regard to actually purchasing, 42% of consumers said positive reviews are the top factor in converting discovery into an actual sale, Clutch noted, while almost 40% trust friends and family most when evaluating a brand. The company added that only 5% of respondents said influencers are the source they trust most when it comes to actually buying something.
As they look ahead, 47% of survey respondents predicted artificial intelligence will be the biggest force shaping brand discovery, yet 56% haven’t found a new brand through AI, at least up to this point. Adoption is accelerating, though, according to Clutch. Gen Zers (57%), Millennials (54%) and Gen Xers (57%) are all experimenting with AI discovery, compared to 13% of Baby Boomers.
“Getting discovered is half the battle,” said Clutch analyst Anna Peck. “Consumers are moving fast, from first exposure to purchase in a matter of days, and the brands that convert are the ones that have already built credibility through reviews, word of mouth and consistent presence across channels.”
