The portrait of trust in institutions gives brands a reason to be uneasy, commerce is increasingly digital and if consumers don’t have confidence in the accuracy of online information regarding a brand or its products, they’re less likely to purchase. Reading online reviews is prior for consumers to make purchases, both brands and consumers have concentrated their time and financial resources on online recommendations.
Brands should provide information and/or encourage reviews by individuals who have the knowledge and firsthand experience with the products when there is no monetary gain for providing the recommendation.
The Key Findings of “The State of The Industry: Consumer Trust, 2019” Report:
- 57% of surveyed consumers reported that they have acted on advice from online reviewers.
- 75% of surveyed consumers mentioned that they are familiar with social influencers and influencer marketing.
- 43% of surveyed consumers indicated that they have concerns about celebrities of influencer marketers being paid.
- 43% of surveyed consumers reported that they had concerns about athletes, celebrities and influencers being paid to make recommendations.
- 45% saying they were very or extremely confident that they could spot a paid recommendation online.
- 85% of surveyed consumers said that they trust products reviews the most form Amazon.
- 74% of surveyed consumers reported that the reviewer’s personal experience with the product is the main factor that makes the recommendation trustworthy.
A Table Shows The Buying Advice Versus The Likelihood to Purchase, 2019.
The Content of “The State of The Industry: Consumer Trust, 2019” Report:
- Executive Summary.
- Key Findings.
Number of Pages:
Expert voice conducted a panel with 500 Americans, a U.S.-census weighted audience, and how they think about trust in the context of making high consideration purchases. The results bolstered existing narratives and provided evidence of opportunities for retailers and brands alike.