Most consumers rely on social networks to guide purchase decisions: Gartner

The majority of consumers rely to some extent on social networks to guide and influence them in their purchase decisions, according to a survey conducted by research firm Gartner.

These social networks often include individuals who fulfill different roles or functions in recommending products to people they are connected with, said Gartner.

The Stamford, Connecticut-based research firm conducted a survey in the fourth quarter of 2009 of nearly 4,000 consumers in 10 key markets and used the resulting data to identify groups who can play a vital role as influencers in brand awareness, market research and viral marketing campaigns.

"Our survey results showed that one-fifth of the consumer population is composed of  'salesmen,' connectors' and 'mavens.' These are three roles that are key influencers in the purchasing activities of 74 per cent of the population," said Nick Ingelbrecht, research director at Gartner.

"Salesmen and connectors are the most effective social network influencers and the most important groups for targeted marketing based on social network analysis," he added.

Gartner's social network framework defines salesmen, connectors, seekers and mavens as performing a bridging function between disparate groups of people. They have contacts in different social groups and enjoy introducing people to each other.