This insight brief examines how shoppers value user-generated content (UGC) on product pages, focusing on aspects like value for money, material quality, product description accuracy, and real-life appearance. Highlighting UGC’s critical role in e-commerce, it emphasizes the need for brands to feature authentic customer experiences to build trust and guide purchase decisions.
Captivating Shoppers: The Power of User-Generated Content on Product Detail Pages
This insight brief explores the critical role of shopper-generated content in online purchasing decisions. It highlights that shoppers trust and engage deeply with user-generated content, spending significant time on it, especially for costly items. The data suggests that incorporating both user and brand-generated content on product detail pages can enhance trust and relatability, influencing shopper behavior.
First Impressions Count: The Power of Shopper Generated Content on Product Pages
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.