Study: Peer Reviews and Social Media Have the Most Influence When it Comes to Alcohol Purchases Among U.S. Adults

New Crowdtap Research Proves that Word-of-Mouth Fuels Brand Discovery; 97 Percent of Alcohol Purchasers Take Peer Recommendations Into Consideration

New York, NY (July 22, 2015) — Crowdtap, the People-Powered Marketing Platform, today released the results of a new study that explores which factors matter most to consumers when it comes to their purchase of beer, wine and spirits products.

Crowdtap's study found that U.S. adults over the age of 21 rely more on word-of-mouth — specifically, peer recommendations and social media — than they do on traditional advertising when it comes to making a decision about what alcoholic beverages to purchase. Moreover, this influence often comes into play while consumers are in-store, in a bar, or at a restaurant: 72 percent of respondents said they have used social media on their smartphone or mobile device while making a purchase.

Key findings include:

• Alcohol purchasers are heavily influenced by word-of-mouth inputs, as 97 percent said they have taken peer recommendations into consideration when purchasing beverages. In addition, they are heavily influenced by social media:
  • 91 percent said their friends' comments on social media influence their opinions on alcoholic beverages and brands.
  • 80 percent said they have purchased an alcoholic beverage they discovered on social media.
• While shopping for alcohol, 72 percent of respondents use social media on their smartphone or mobile device.
  • 63 percent share possible purchases on social media to validate purchase decisions.
  • 56 percent look up cocktail recipes on social media.
• Consumers want to have a more balanced relationship with alcohol companies: 95% of respondents said they would be opening to collaborating with these brands on their marketing efforts.

"Alcohol companies have historically told one-directional stories at consumers, painting portraits of brand-created lifestyles via traditional advertising," said Matthew Scott, SVP of Business Development & Strategy at Crowdtap. "Digital is disrupting another multi-billion dollar industry as people are increasingly influenced by their peer networks and social media channels. The big takeaway for marketers is that consumers want a role in shaping their story and are eager to help tell it."

Crowdtap leverages its engaged member community and proprietary technology platform to help brands empower real people to build their brand throughout the marketing cycle: from insights and innovation efforts to content creation and media distribution.

Conducted in March 2015, the study polled 500 Crowdtap community members over the age of 21 who regularly purchase alcoholic beverages. The full findings can be found here.