US Online Shoppers Rely on Experts Recommendations Instead of Influencers Ad

By: Trademagazin editor Date: 2022. 08. 28. 09:20

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According to a survey of 1,000 U.S. adults commissioned by online expert review platform The Desire Company, initially released to Chain Store Age, nearly all (90%) respondents are overwhelmed to some extent by volume of product information when shopping online. However, this does not necessarily translate to reliance on influencers.

The study of 1,000 U.S. adults was conducted by independent research firm, Wakefield Research, commissioned by The Desire Company

In fact, a vast majority of respondents (87%) said it is likely that influencers don’t even use the products they advertise and only 11% believe that a social media influencer with millions of followers is a trustworthy source of information. More than four in five (82%) respondents who have purchased something based on an influencer’s pitch say they have had some sort of negative experience with the product, with the most common being that the product didn’t match the influencer’s claims (41%). But when making purchase decisions, more than half (53%) of respondents rely most on recommendations from product experts. About the same percentage (51%) agree that an expert product demonstration is the only review they need to be confident in their purchase decisions.

Millennial respondents were the most likely to say expert product demonstrations are all they need (63%), followed by Gen Z (55%), Gen X (49%) and boomer (41%) respondents

Dan Berthiaume / Chain Store Age – The Business of Retail