High-quality reviews and ratings dominate shopper focus, with visual content and timely feedback playing key roles in product page engagement, underscoring the importance of user-generated content in e-commerce strategies for customer retention.
The Age Factor: How Generational Differences Shape Reliance on User Generated Content in Shopper Path to Purchase
The insight brief analyzes how age affects reliance on User Generated Content (UGC) in shopping, revealing that under 35s significantly use UGC, with a marked decrease in this trend among older age groups, impacting how brands should target their UGC strategies.
Quality vs. Locality: Dissecting what motivates Gen Z to Baby Boomers to spend more
Data shows that Gen Z and Millennials prioritize spending on quality and sustainability, while Baby Boomers favor local products, shaping targeted pricing strategies for brands.
Premium Pricing Justified: Quality Tops Consumer Priorities
Consumers prioritize quality, health, trust, sustainability, and local production, with nearly half willing to pay more for high-quality products, driving brands to balance value and price.
Podcasts Take the Lead: A Top Choice at Home and Work for Americans
Podcasts dominate at home and work, offering marketers a prime opportunity to connect with engaged listeners throughout their day across various activities and environments.
Good customer service, transparency, and audience engagement are key drivers of how customers rate a brand’s social media activity
Just under half (47%) of digital customers agree that a strong customer service offering is the top driver of brand perception on social media.
Poor customer service leads to brands losing customers, while positive experience drives word-of-mouth recommendation
Two in three (66%) of shoppers say they are likely to abandon a brand after receiving poor customer service. 71% of shoppers saying they are likely to recommend the brand after receiving great customer service
Most customers are loyal to some brands, but do not rule out buying from competitors
Brand loyalty and purchase are not so strongly related as more than three in five customers admit to buying from competitor brands and doing so frequently.
Location based targeting and re-marketing ads are most likely to be deemed ‘creepy’
Shoppers are most uncomfortable to receive location based ads from companies they are not aware of (63% among 18-25 year olds). More than half are not fond of ads that follow them across devices (59% among 18-25 year olds).
Offline impulse purchases occur in standard over free-standing or sale aisles
More than a third (38%) of imulse purchases in a physical store occurs in the regular product aisle compared to a free-standing display (17%) or a sale specific aisle (11%).