{"id":2979,"date":"2013-03-12T10:15:00","date_gmt":"2013-03-12T09:15:00","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=2979"},"modified":"2025-08-07T10:13:19","modified_gmt":"2025-08-07T08:13:19","slug":"quelles-sources-dinformations-online-influencent-le-comportement-dachat-des-consommateurs","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/quelles-sources-dinformations-online-influencent-le-comportement-dachat-des-consommateurs\/","title":{"rendered":"Quelles sources d&rsquo;information online influencent le plus le comportement d&rsquo;achat des consommateurs ?"},"content":{"rendered":"<p style=\"text-align: justify;\">Avant d&rsquo;effectuer un acte d&rsquo;achat, qu&rsquo;il soit d&rsquo;ailleurs en ligne ou en boutique par la suite, les consommateurs ont pris l&rsquo;habitude de se renseigner sur internet sur le produit ou le service et de <strong>consulter l&rsquo;avis des internautes<\/strong>. Certaines sources d&rsquo;information semblent avoir plus de cr\u00e9dit que d&rsquo;autres aux yeux des consommateurs.<\/p>\n<h2>Sites marchands, sites de marques et blogs : le trio gagnant<\/h2>\n<p style=\"text-align: justify;\">Technoratimedia dans son rapport \u00ab\u00a02013 Digital Influence Report\u00a0\u00bb\u00a0rel\u00e8ve que loin devant toutes les autres sources d&rsquo;information, les sites marchands restent la principale source d&rsquo;information pour les consommateurs. 56% d&rsquo;entre eux\u00a0disent les consid\u00e9rer comme une des sources les plus susceptibles d&rsquo;influencer leur comportement d&rsquo;achat. Suivent ensuite les sites de marques puis les blogs que 31% des internautes consid\u00e8rent comme une source influen\u00e7ant leur comportement d&rsquo;achat.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2980 aligncenter\" title=\"influence achat\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2013\/03\/influence-achat.png\" alt=\"influence achat\" width=\"476\" height=\"480\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2013\/03\/influence-achat.png 476w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2013\/03\/influence-achat-150x150.png 150w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2013\/03\/influence-achat-297x300.png 297w\" sizes=\"auto, (max-width: 476px) 100vw, 476px\" \/><\/p>\n<p style=\"text-align: justify;\">Les blogs sont donc une des sources d&rsquo;information privil\u00e9gi\u00e9e par les internautes. Pourquoi ce succ\u00e8s ? L&rsquo;une des explications principales est que les internautes se retrouvent dans les blogueurs. Ces derniers se placent en tant qu&rsquo;utilisateur lambda d&rsquo;un produit et distillent leurs bons et mauvais points. Surtout, les consommateurs donnent un v\u00e9ritable cr\u00e9dit aux <strong>avis des blogueurs<\/strong> qu&rsquo;ils consid\u00e8rent comme honn\u00eates et sinc\u00e8res dans le test des produits et services.<\/p>\n<p style=\"text-align: justify;\">L&rsquo;<strong>ind\u00e9pendance des blogueurs<\/strong> vis-\u00e0-vis des marques est donc essentielle \u00e0 cette cr\u00e9dibilit\u00e9. En donnant leur avis sur un produit, les blogueurs ont une influence consid\u00e9rable sur le comportement d&rsquo;achat des consommateurs, d&rsquo;o\u00f9 les tentatives plus ou moins (mal)adroites des marques pour les s\u00e9duire \u00e0 travers les <span style=\"color: #ff9900;\"><a href=\"https:\/\/www.odw.fr\/expertises\/agence-influence\/\"><span style=\"color: #ff9900;\">relations influenceurs<\/span><\/a><\/span>.<\/p>\n<h2 style=\"text-align: justify;\">Facebook influence davantage les consommateurs que les autres r\u00e9seaux sociaux<\/h2>\n<p style=\"text-align: justify;\">Cette \u00e9tude r\u00e9v\u00e8le \u00e9galement les difficult\u00e9s de certains r\u00e9seaux sociaux \u00e0 <strong>convaincre leur auditoire<\/strong>. En effet, \u00e0 peine 8% des internautes se disent influenc\u00e9s dans leur comportement d&rsquo;achat par ce qui se dit sur Twitter, et Instagram s\u00e9duit par ses recommandations seulement 3% des consommateurs.<\/p>\n<p style=\"text-align: justify;\">En revanche, on observe que Facebook s&rsquo;en tire bien mieux car 30,8% des consommateurs se disent influenc\u00e9s dans leur <strong>comportement d&rsquo;achat<\/strong> par ce qui se dit sur Facebook. Ainsi, on cerne l&rsquo;importance pour les marques d&rsquo;avoir un contr\u00f4le sur ce qui se dit \u00e0 leur propos sur Facebook et donc de promouvoir elles-m\u00eames leur contenu.<\/p>\n<p style=\"text-align: justify;\">Et vous, quelles sources d&rsquo;information online influencent le plus vos achats ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avant d&rsquo;effectuer un acte d&rsquo;achat, qu&rsquo;il soit d&rsquo;ailleurs en ligne ou en boutique par la suite, les consommateurs ont pris l&rsquo;habitude de se renseigner sur [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":2103,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[812,813,139],"class_list":["post-2979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-comportement-dachat","tag-influence-blog","tag-influence-twitter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sources d\u2019information en ligne : lesquelles influencent les achats ?<\/title>\n<meta name=\"description\" content=\"En ligne, ce sont surtout les sites marchands (56\u202f%), blogs (31\u202f%) et Facebook (30,8\u202f%) qui influencent les achats. 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