Bazaarvoice Shopper Experience Index reveals purchase influence moves from business-to-consumer to consumer-to-consumer

74% of UK shoppers find ratings, reviews, photos, and videos from other shoppers important

Bazaarvoice, Inc., a provider of product reviews and user-generated content (UGC) solutions, has released its annual Shopper Experience Index, based on a survey of more than 7,000 global shoppers, including over 1,000 based in the UK. The report proves today’s power shift from brands to consumers, reinforcing the importance of shopper-driven content over brand-created content. In fact, three quarters (74%) of people in the UK say that UGC is important to them and their purchase decisions. With the increase of power in peer-to-peer communication, shoppers are becoming brands’ best salespeople.

“Our reviews provide social proof to customers who are discovering the brand for the first time,” said Andrew Longley, Head of Digital at Le Col. “It gives them confidence that the products are the highest quality and we believe reviews are as important to new customers as our own product claims.”

Reviews are essential for conversion: Globally, 86% of shoppers – increasing to 87% in the UK – read shopper reviews when browsing or buying. Brits were also aligned with the 75% globally who look at photos and videos from other shoppers. 

Social commerce is on the rise: The convenience and ease of social commerce, thanks to the boom in shoppable content from platforms such as Instagram and TikTok, is making it a go to. 40% of Brits purchased on social media prior to 2021, and over half (51%) now make purchases via social, with 41% now purchasing on social media one to two times a month, up from 32% in 2021. Globally, 58% said they would be more likely to buy if they could read customer reviews directly on the social post.

Consumers prefer peers’ content over professionals’: There is a growing global trend for UGC, with 53% of global shoppers stating that it makes them more confident in their purchase decision. In the UK specifically, 45% of shoppers want brands to use a mix of both professional photography and UGC when showcasing products, with almost three quarters (70%) stating that UGC on a product page increases the likelihood of buying a product. In fact, half said they would still buy a product even if there were no professional product photos on the product page.

“What used to be business-to-consumer marketing, is now becoming consumer-to-business, and in some sectors, already morphing into consumer-to-consumer as consumers value and trust what other shoppers say about a brand and its products more than branded content. Brands need to rethink their paid media and content strategies and capitalize on influential peer-to-peer conversations to inform, inspire, and convert,” said Zarina Lam Stanford, CMO at Bazaarvoice. “Unfiltered user-generated content elevates authenticity, which in turn drives trust.”

To view the report, visit the Shopper Experience Index.


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