- Shopper voices and verified reviews power commerce. UGC makes up seven of the top 10 types of research shoppers prefer to utilize before buying (e.g., product ratings, written reviews from verified buyers, expert reviews, questions and answers, recommendations from friends/family, shopper photos of the product and visual reviews from verified buyers.)
- Social media increasingly influences shoppers. One in five respondents said they shop on social media, mostly from Facebook shops (41%), via influencers’ Instagram stories (37%) and via sponsored ads on Instagram (36%).
- Online research is universal. Both online (79%) and in-store (59%) shoppers conduct research online prior to purchasing.
- Price points remains key. After seeing a product online, 80% of respondents said they are more likely to go in-store when if the price is high, 54% say to check the quality and 46% said to purchase immediately.
“Consumers are savvier than ever before, researching products before buying them using every touchpoint available, making shopping less segmented than ever,” said Zarina Lam Stanford, Bazaarvoice chief marketing officer, in the release. “This allows businesses to utilize the voice of the consumer to their advantage. Providing it online, on social media and even in-store, presents the research materials that shoppers crave no matter where they are.”