Reddit has released new research at CES 2025 demonstrating how online conversations are becoming increasingly influential in consumer purchase decisions, challenging traditional forms of product recommendations and advertising.
According to the research, released on January 6, 2025, 47% of social media users cite “irrelevant search terms” as the most frustrating aspect of their product research, leading many to turn to community platforms for advice and recommendations.
The study highlights Reddit’s emergence as a leading platform for consumer guidance, with 71% of users agreeing it is the top social media platform for finding “immediate answers to specific questions.” The research examined user behavior across seven key verticals, including laptops, TVs, cars, fridges, credit cards, makeup, and movie tickets.
“Reddit conversations are the new landing page for business discovery,” states the report, noting that Reddit ad investments generate approximately two organic posts from users for every 1,000 ad impressions. Each organic post containing a brand mention averages 3,500 views.
The study revealed several key findings about consumer behavior:
- Nearly one in four recommendation posts (23%) result in users considering previously unconsidered brands, marking a 30% year-over-year increase
- 42% of social media users find Reddit recommendations more valuable for purchase decisions than other forms of recommendations
- 42% of Reddit users rank the ability to ask questions within trusted communities among their top three most important aspects of product research
The research also compared Reddit’s influence to traditional marketing channels, finding that a single endemic site article (such as from Car & Driver or Rotten Tomatoes) equals the reach of 82 Reddit recommendation posts. Similarly, the reach of an Instagram or TikTok influencer with 100,000 followers equals six to eight Reddit recommendations, respectively.
The study, which surveyed 7,000 social media users (1,000 per vertical), comes at a time when consumers are reportedly feeling overwhelmed by online choices and AI-generated content, leading them to seek more personalized, conversation-based recommendations for their purchasing decisions.
