Bazaarvoice 2024 Shopper Preference Report: Video Content Reigns Supreme for 66% of U.S. Consumers in Product Discovery

AUSTIN, Texas, March 20, 2024 – Bazaarvoice, Inc., the leading provider of full-funnel authentic user-generated content (UGC) solutions, today released its Shopper Preference Report based on a survey of more than 8,000 global consumers. One of the report’s key findings highlights video-based UGC’s pivotal role in shaping consumer behavior, driving product discovery, and enhancing the overall customer experience. Within the global survey, 2,000 respondents were from the United States.

“Brands face the challenge of retaining user engagement amid evolving platform dynamics. Video content emerges as a powerful medium, offering entertainment value and authenticity, contributing to a richer and more immersive shopping journey for consumers while solidifying brand loyalty,” said Zarina Stanford, Chief Marketing Officer, Bazaarvoice. 

Video UGC Influences Purchases, Product Discovery and Reinforces Trust

According to the report, video-based UGC has become a driving force in influencing purchases.  The report found that 60% of U.S. consumers have made a purchase after watching a video on social media or of an influencer highlighting a product. Videos have become an effective tool in offering consumers tangible proof of a product’s value and application, allowing them to see what they’re buying. Moreover, consumers are relying on videos to determine quality, as quality (53%) surpassed price (37%) as the primary factor influencing brand loyalty. 

Videos also add another layer of authenticity and trustworthiness, which is top of mind for consumers. 89%) of U.S. consumers (87% globally) mentioned that a brand’s reputation for reliability and trustworthiness impacts their loyalty at least somewhat. Given that 64% of consumers tend to purchase products if they see them advertised on videos, creating visually compelling and authentic video content to capture consumer attention and build trust is vital. 

Video has become the de-facto medium for exploring and learning about new products – 66% of U.S. consumers (64% globally) prefer discovering new products through videos on social channels. Additionally, the majority of U.S. consumers prefer to see products on YouTube (61%), and Instagram (52%), closely followed by TikTok (54%).

Powering Engagement, Experience and Loyalty with Video

As platforms continue to roll out new developments and features, brands and retailers’ biggest challenge will be keeping users engaged longer. To achieve this, brands need to offer engaging and entertaining content, which can take many forms. Bazaarvoice found that 91% of U.S. consumers (90% globally) enjoy watching product-focused videos on social. 

Additionally, as more brands and retailers expand their social commerce strategies, maintaining the same level of shopping experience becomes pivotal. A notable 82% of global and US consumers emphasize the importance of a seamless shopping experience across different channels (online, in-store, mobile). This highlights the importance of providing cohesive and integrated customer experiences to maintain brand loyalty. 

“As consumers increasingly rely on video to navigate a landscape fraught with potential misinformation, it is crucial for brands and social media platforms to ensure they safeguard the integrity of their content. Although social media platforms are taking steps to address this issue, it’s not solely their responsibility alone to establish standards. Brands must also take the initiative and prioritize protecting their consumers from inauthentic online content. The growth of video UGC demands a commitment to transparency, so that brands can foster trust and authenticity throughout the customer journey,” said Stanford. 

Learn more about the study here.

Methodology

8,089 consumers were surveyed through Savanta research in January 2023 about their shopping preferences, across six different countries: United States, United Kingdom, Germany, France, Australia, and Canada.

About Bazaarvoice

Thousands of the world’s leading brands and retailers trust Bazaarvoice technology, services, and expertise to drive revenue, extend reach, gain actionable insights, and create loyal advocates. Bazaarvoice’s extensive global retail, social, and search syndication network, product-passionate community, and enterprise-level technology provide the tools brands and retailers need to create smarter shopper experiences across the entire customer journey.

Founded in 2005, Bazaarvoice is headquartered in Austin, Texas, with offices in North America, Europe, and Australia. For more information, visit www.bazaarvoice.com