According to the Bazaarvoice Shopper Experience Index, consumer-driven content is becoming increasingly important in the shopping journey. The latest report highlights a shift in purchasing influence from business-to-consumer to consumer-to-consumer. The study surveyed over 7,000 people globally and emphasizes the significance of user-generated content (UGC) over brand-created content.
In the UK, 74% of respondents consider UGC important in their purchase decisions. Globally, 86% of shoppers (87% in the UK) read shopper reviews while browsing or buying products. This demonstrates the growing importance of UGC in shaping consumer buying behavior.
The research also reveals a rise in social commerce, with 51% of Britons now making purchases through social media platforms, up from 32% in the previous year. Globally, 58% of respondents indicated that they would be more likely to buy a product if they could read customer reviews directly on a social media post.
The influence of UGC extends to consumers’ expectations of brand websites. In the UK, 45% of shoppers prefer brands that use a mix of professional photography and UGC when showcasing products. Additionally, 70% of UK shoppers stated that the presence of UGC on a product page increases their likelihood of making a purchase. Surprisingly, half of UK shoppers claimed they would still buy a product even if there were no professional product photos on the product page.
Some companies have already recognized the power of UGC. Andrew Longley, the Head of Digital at Le Col, believes that reviews provide social proof for new customers, giving them confidence in the quality of the products. Longley states that reviews are as important to new customers as the brand’s own product claims.
The shift towards consumer-driven content has significant implications for brands. Zarina Lam Stanford, CMO at Bazaarvoice, explains that consumer-to-business marketing is replacing traditional business-to-consumer marketing, and in some sectors, it has already transitioned into consumer-to-consumer. Consumers value and trust what other shoppers say about a brand and its products more than branded content. Stanford advises brands to reassess their paid media and content strategies and leverage influential peer-to-peer conversations to engage, inspire, and convert customers. The authenticity provided by unfiltered user-generated content is pivotal in building trust with consumers.
Useful Links:
1. Bazaarvoice Shopper Experience Index
2. Le Col (example of a company leveraging UGC)
