The document discusses how consumers in New Zealand increasingly use social media to research products and find opinions from other consumers before making purchase decisions. Some key findings include: - 79% of New Zealanders said other consumers' comments can influence their opinions of products more than comments from experts (66%) or companies (32%). - 73% consulted other consumers' opinions online in blogs, forums and social media, and 62% watched online videos about products they were considering buying. - Brands are advised to participate in social media conversations rather than just campaigns, and to engage authentically with people rather than using automated responses.