Nearly half of online shoppers (45%) aren’t prepared to make a purchase decision without reading reviews, and trust in them may depend on the consumer’s income level. This is evidenced by a study conducted by Ashmanov and Partners.
The experts found out which formats of extended information about products (reviews, reviews, descriptions) are most in demand by customers and how trust in them correlates with the gender, age and income of the survey participants.
Interestingly, shoppers find reviews to be more important for decision making than detailed product and brand descriptions (46% vs. 28%), but at the same time, if there are no descriptions, there will be no purchase, but they can still do it. no reviews. .
Consumers consider bloggers’ opinions to be the least important channel to obtain information about a product: only 2% trust them, the remaining 98% are sure that their comments are not worth attention.
But expert reviews are in high demand: 13% of buyers turn to them and 26% trust the information they contain.
In addition, the higher the income of the respondents, the higher the degree of trust: among those who trust the experts, 15% have high incomes and 7% low; specialty stores: 27% high income, 11% low income.
The study also showed the following:
- Demand for reviews is higher among low-income buyers (53%) and doubtful young women (55% are girls under 30),
- When choosing a product, 10% of respondents trust the opinion of close people,
- Reviews generate the most trust if they are written by ordinary users (76%), 59% trust only them (not experts, not stores, not blogs),
- In addition, the lower the income, the greater the trust in other buyers (64% – low income; 48% – high income),
- While most online shoppers consider reviews and reviews important when choosing products, 58% can do without reviews and 45% don’t.
- Detailed reviews are more credible (60%).
- Men and buyers between the ages of 18 and 30 trust negative reviews more.
- Half of customers study reviews not only about the product, but also about the store (48%), but if the negative about the product prevents 30% from buying, then the negative about the brand is only 22%.
- The most in demand for reading reviews are specialized “review sites” (32%), but reviews on Yandex or Google Maps are studied less often (16%); only 8% and 7% of respondents are interested in social media reviews and YouTube reviews, respectively.
- At the same time, the preferred format for reviews and reviews is text-graphic, video is still much less popular: 41% versus 18%.
- Video reviews are popular with young people (25%) and are more important to men than women: 26% vs. 11%.
Author:
Ekaterina Alipova
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
