October 20, 2017

Research Reveals The Motivations Behind Customer Advocacy

New research reveals what motivates UK consumers to refer brands to friends and family, which sectors and brands are most referable, and which qualities a brand should possess to be referred.

According to the survey results from Mention Me, UK consumers value the opinion of a friend or family member most with 41% of those questioned put off referring a brand if they’d been told not to shop there, compared to only 36% put off by negative press or social media coverage. Of those questioned people would trust a friend (50%) slightly more than a partner or spouse (46%), and only marginally fewer people (21%) would trust an online review from the public than their parents at (23%).

Key findings that highlight increasing disillusionment with influencer marketing and social media:

  • Only 3% of those questioned would trust a celebrity recommendation
  • Only 5% a blogger, youtube influencer or other and 2% a politician
  • Only 18% of those questioned are put off referring by lack of support channels such as live chat or social media
  • Only 15% of those questioned said they would not refer if the shopping experience wasn’t mobile friendly
  • Only 22% if they weren’t offered a customer feedback mechanism

Getting the right deal is still very important for UK shoppers with 53% of those questioned selecting a percentage or money off future orders as the most attractive offer. This compares to only 11% choosing free delivery, 10% choosing a free gift and a sobering 1.9% a charitable donation. We are also a selfish nation when it comes to referral with 59% of those questioned choosing money off for themselves for making a referral compared to only 16% choosing money off for their friend or family on purchase.

Key findings for which qualities people would like a brand to have in order to refer them:

  • 76% of those questioned value a brand being trustworthy or credible to refer them
  • For 68% of those questioned a brand offering good value products is very important and 43% big discounts
  • Only 23% of those questioned rated a brand’s charitable status as very important for referral, 29% it’s environmental credentials and 35% having shared values
  • Good quality products: 73%
  • Good customer service: 59%
  • A brand being innovative or creative: only 21%

Overall with both sexes the most referable sectors for referral relate to experiences: Food & drink (65%), holiday & travel (57%), leisure / entertainment (42%). Technology (48%) and Financial services (43%) also rate highly  There are some marked differences with 40% of women very likely to refer fashion and beauty, compared to only 9% of men likely to refer a men’s fashion brand, and one fifth of the men interviewed were very likely to refer a tech brand compared to only one tenth of women.

The top five brands that those questioned have or would consider referring are:

  • Lidl (58%), Co-op (50%), Nationwide (49%), BA (48%) and Pizza Express (47%)

“This research reveals that brands need to really focus on understanding what drives and inspires their customers to want to share and refer experiences – and that it’s not all just about offering the biggest discount”, comments Andy Cockburn, CEO of Mention Me.

Other key findings:

  • 29% of those questioned hold off making major purchases or Christmas shopping until the Black Friday sales
  • Trusting a celebrity, blogger or Youtube influencer decreases with age with 37% of those under 34 trusting a referral and only 5% of those over 45
  • Cost cutting more important with the younger generation with 36% of those under 34 valuing a free gift compared to only 12% of those over 45
  • We get less charitable as we get older with only 16% of those questioned over 55 rating a brand being charitable as very important compared to 34% of the 18-24 age range
  • Green credentials for a brand less important for the older consumer with 23% of the over 55’s rating this as important or compared to 39% of the 18-24 year olds
  • A brand being innovative or creative is almost twice as important for the young with 41% of the 18-24 year olds rating this as very important and only 24% of the 55+ age range
  • Percentage discounts are perceived as more desirable (34% of those questioned) than money off future orders (19% of those questioned)

Mention Me partnered with One Poll for this survey, who questioned 2,000 UK consumers. The survey was completed 15th September 2017.

About Mention Me: Mention-Me.com provides retailers with a referral platform which enables them to turn word-of-mouth into a marketing channel. They work in partnership with retailers to ensure best practice and testing result in world class referral programmes.

Press Contact : Christina Aylmer-Pearse                                         

Phone Number: 0787 980 7787

Email: christina@mention-me.com