The Bazaarvoice Shopper Experience Index, surveying over 8,000 consumers across seven global markets, reveals insights on the touchpoints where brands and retailers should be visible with the right content on the right platforms to capture consumer interest
The research finds that consumer trust in peer-generated content continues to shape purchasing decisions, with 47% of shoppers citing user reviews on retailer websites as their most influential source. Product demonstration videos rank second at 23%, while brand-generated social media content (11%) and influencer posts (10%) show significantly less impact.
Source: Bazaarvoice
Data shows 67% of consumers prioritize reviews no older than three months, with 28% specifically seeking feedback posted within the last month and 39% valuing reviews from the previous 1-3 months.
“The overall review ratings are important, but so too is the quantity of the reviews that our product receives. We see products with multiple good reviews convert more highly than similar products with fewer reviews,” notes Octavia Benham, Head of E-commerce at Dreams.
Trust Signals Show Generational Divide
When comparing trust signals across age groups, the research identifies a consistent preference for peer feedback over brand-generated content.
Gen Z responds most to visually appealing brand-generated content (17%) and social media influencer posts (19%), while Boomers trust peer feedback over promotional content, with 56% finding user reviews on retailer websites highly influential.
While 80% of Gen Z consumers consider user-generated content essential for purchase decisions, this reliance decreases with age, dropping to 49% among consumers over 65. For younger shoppers, visual content plays a crucial role, with 29% preferring photos and videos that showcase products in real-life scenarios.
Reviews Drive Category-Specific Purchasing
The study reveals varying levels of review influence across product categories. Electronics leads with 62% of consumers relying heavily on reviews, followed by apparel at 46% and health and beauty products at 42%. Home and hardware products show 34% reliance, while grocery (29%), toys (27%), food and beverage (27%), sporting goods (26%), and automotive (25%) categories demonstrate lower but still significant review dependence.
Source: Bazaarvoice
Consumer Content Creation Trends
“Reviews are not just feedback; they’re a vital tool that brings the in-store sensory experience online, helping customers make confident purchases,” states Alice Clarke, Global Digital Analyst at Molton Brown.
The research identifies a significant increase in review generation, with 54% of shoppers now classified as “reactive creators” – those willing to share feedback when prompted – up from 36% in the previous year. This shift primarily comes from formerly passive consumers, whose numbers declined by 18%, indicating growing participation in review ecosystems.
Trust Metrics and Consumer Priorities
For verification of purchases and product quality, consumers prioritize multiple trust signals:
Star ratings influence 57% of purchase decisions, up from 20.3% in 2021
Review recency impacts 48% of shoppers, increasing from 10.5% in 2021
Review quantity affects 48% of purchase considerations, up from 13% in 2021
Review detail level matters to 33% of consumers, compared to 11% in 2021
Review relevance to specific needs influences 31% of decisions, up from 14% in 2021
Creator Content Impact
When evaluating creator and influencer content, 57% of consumers prioritize balanced reviews that include both advantages and disadvantages. Detailed product information ranks second at 45%, while product demonstrations in real-world settings influence 40% of shoppers. Sponsorship disclosure and creator engagement metrics matter to 19% of consumers, indicating a preference for transparency in creator partnerships.
Source: Bazaarvoice
Review Longevity and Influence
The research indicates that reviews older than six months hold substantially less influence, with only 13% of shoppers considering reviews from the past 6-12 months or older. This trend highlights the importance of maintaining a steady flow of fresh reviews to meet consumer preferences for current feedback.
This study forms part of Bazaarvoice’s annual consumer research, conducted in September 2024, incorporating responses from markets including the U.S., UK, France, Germany, Canada, Australia, and India.
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The Bazaarvoice Shopper Experience Index, surveying over 8,000 consumers across seven global markets, reveals insights on the touchpoints where brands and retailers should be visible with the right content on the right platforms to capture consumer interest
The research finds that consumer trust in peer-generated content continues to shape purchasing decisions, with 47% of shoppers citing user reviews on retailer websites as their most influential source. Product demonstration videos rank second at 23%, while brand-generated social media content (11%) and influencer posts (10%) show significantly less impact.
Source: Bazaarvoice
Data shows 67% of consumers prioritize reviews no older than three months, with 28% specifically seeking feedback posted within the last month and 39% valuing reviews from the previous 1-3 months.
“The overall review ratings are important, but so too is the quantity of the reviews that our product receives. We see products with multiple good reviews convert more highly than similar products with fewer reviews,” notes Octavia Benham, Head of E-commerce at Dreams.
Trust Signals Show Generational Divide
When comparing trust signals across age groups, the research identifies a consistent preference for peer feedback over brand-generated content.
Gen Z responds most to visually appealing brand-generated content (17%) and social media influencer posts (19%), while Boomers trust peer feedback over promotional content, with 56% finding user reviews on retailer websites highly influential.
While 80% of Gen Z consumers consider user-generated content essential for purchase decisions, this reliance decreases with age, dropping to 49% among consumers over 65. For younger shoppers, visual content plays a crucial role, with 29% preferring photos and videos that showcase products in real-life scenarios.
Reviews Drive Category-Specific Purchasing
The study reveals varying levels of review influence across product categories. Electronics leads with 62% of consumers relying heavily on reviews, followed by apparel at 46% and health and beauty products at 42%. Home and hardware products show 34% reliance, while grocery (29%), toys (27%), food and beverage (27%), sporting goods (26%), and automotive (25%) categories demonstrate lower but still significant review dependence.
Source: Bazaarvoice
Consumer Content Creation Trends
“Reviews are not just feedback; they’re a vital tool that brings the in-store sensory experience online, helping customers make confident purchases,” states Alice Clarke, Global Digital Analyst at Molton Brown.
The research identifies a significant increase in review generation, with 54% of shoppers now classified as “reactive creators” – those willing to share feedback when prompted – up from 36% in the previous year. This shift primarily comes from formerly passive consumers, whose numbers declined by 18%, indicating growing participation in review ecosystems.
Trust Metrics and Consumer Priorities
For verification of purchases and product quality, consumers prioritize multiple trust signals:
Creator Content Impact
When evaluating creator and influencer content, 57% of consumers prioritize balanced reviews that include both advantages and disadvantages. Detailed product information ranks second at 45%, while product demonstrations in real-world settings influence 40% of shoppers. Sponsorship disclosure and creator engagement metrics matter to 19% of consumers, indicating a preference for transparency in creator partnerships.
Source: Bazaarvoice
Review Longevity and Influence
The research indicates that reviews older than six months hold substantially less influence, with only 13% of shoppers considering reviews from the past 6-12 months or older. This trend highlights the importance of maintaining a steady flow of fresh reviews to meet consumer preferences for current feedback.
This study forms part of Bazaarvoice’s annual consumer research, conducted in September 2024, incorporating responses from markets including the U.S., UK, France, Germany, Canada, Australia, and India.
Get the full report here.