The Science of Sharing and the Social Consumer [infographic]

Do you use social or search when researching products before making a purchase? Not just big things like cars and houses, but small stuff like a mp3 or a bottle of shampoo? Do you search the web for reviews? Or do you ask your Twitter followers and Facebook friends for advice? Maybe look for Groupon coupons or checkout what your friends are listening to on Spotify?

M Booth and Beyond created this great inforgraphic based on the survey results of 1,500 US consumers and the products and services that they researched online. As you can see from the results below, search is still very strong. But social is very powerful when it comes to beauty and music. Social Media has infiltrated the sales funnel and become a vital tool in helping consumers make informed purchase decisions. But search is still important too. So, as a marketer, how do you know what online channels you should be using in order to reach the right audience?

What do you think is a better brand/product research tool? Search or social? Post a comment below.