Lowdown: Videos are a top research tool for holiday shoppers

You probably know that consumers value peer-written reviews when considering what to buy. But research shows that videos are gaining clout while another type of review is on the out.

Although a majority of holiday shoppers say peer-to-peer online reviews influence what they buy – especially those from friends or family members – videos are also gaining clout as a research tool. However, paid-for reviews are losing influence, according to Social Media Link.

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