Reddit Study: How Users Research Before Making Purchases
Reddit has released new research conducted in partnership with WPP that explores how users rely on community discussions when evaluating products and making purchasing decisions. The study, based on surveys of more than 13,000 Reddit users, highlights the role online conversations play in the modern buying process.
According to the findings, many consumers use Reddit as a source of information after initial exposure to a product or brand. Rather than making decisions based solely on advertising or marketing campaigns, users often seek additional perspectives from community discussions before committing to a purchase.
The study found that 77% of surveyed Reddit users visit two or more communities to validate a purchasing decision. Meanwhile, 63% said they have greater confidence in decisions informed by Reddit discussions compared with information found on other social media platforms. Another 58% reported that seeing a brand directly respond to customer questions within discussion threads increased their trust in that brand.
Reddit argues that these findings reflect a shift in consumer behavior, where buyers increasingly look for real-world experiences, opinions, and comparisons from other users. The platform suggests that online discussions often provide a broader view of products and services, allowing consumers to weigh different perspectives before making a decision.
The report also examined the effectiveness of advertising within community-focused environments. According to Reddit, advertisements placed in relevant communities generated significantly stronger purchase intent than campaigns relying only on keyword targeting. The company additionally reported higher engagement rates for ads appearing in contextually relevant discussions.
The research comes as Reddit continues to attract users looking for information on products, services, and brands. With the platform reporting 493 million weekly visitors, many users appear to be treating Reddit as a research destination rather than simply a social networking site.
