Two-thirds of online shoppers consider customer reviews pivotal in their purchasing decisions. Particularly among shoppers under 35, products with fewer than five reviews are often ignored. However, negative reviews can also deter nearly half of prospective buyers, while 20 per cent admit to writing reviews for products they haven’t purchased, stressing the need for companies to verify the authenticity of feedback, according to the 2023 Consumer Product Content Benchmark Report by global product content orchestration platform 1WorldSync.
Surprisingly, influencers appear to be losing their clout. Despite their prolific presence on social media, only 40 per cent of consumers acted on an influencer’s recommendation over the last year, and of those, 61 per cent found the product didn’t meet expectations. Younger individuals between the ages of 18-35 are even less likely to heed influencers’ advice compared to those aged 34-45.
The survey also touched on the emergence of new technologies like Augmented Reality (AR), with 35 per cent of consumers using them during mobile shopping to visualise product dimensions. In contrast, Artificial Intelligence (AI) tools for product searches remain in the nascent stage, with 78 per cent of shoppers still unaware or yet to adopt such technologies.
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