1WorldSync released its fourth annual Consumer Product Content Benchmark Report, featuring insights collected from 1,750 shoppers across the US and Canada. Below are some highlights from the report:
- 41% of shoppers increased their use of e-commerce sites and marketplaces compared to last year. Only 9% reduced their online shopping activity.
- 15% indicated that they are shopping on D2C sites more than in 2023, compared to 21% who are using D2C sites less (which likely means they are shopping on more marketplaces).
- The number of shoppers who always use smartphones for product research while in-store doubled from 2023, with 11% doing so on every trip. On average, consumers used their devices on more than half of shopping trips, up five points from 2023.
- 65% of shoppers say they often or always read ratings and reviews, with customer submitted images, videos, and FAQ sections as the most important factors they consider.
- 49% of shoppers said they leave product detail pages that have too few customer ratings and reviews.
- In store, 64% of consumers have scanned QR codes to compare prices, check reviews, view product information, or access coupons, up from 46% last year.
- 31% of shoppers now use ChatGPT, Google Gemini, or other AI assistants to help inform their choices, up from 22% last year.
- However consumer confidence in these tools is still lacking. Just 35% said they found AI tools to be accurate often or always.
- 42% of consumers plan to complete more of their holiday shopping online this year than last, with 10% planning to do all of their holiday shopping online.
- 18% of shoppers say they never leave product reviews, even though they're likely part of the 65% of shoppers who often or always the reviews. Well that's not very nice!
- 25% of shoppers increased their use of fast-fashion websites like Temu or Shein compared to 2023.
- 49% of consumers made a purchase from an influencer recommendation in the past year, up from 40% last year.
- 26% of consumers made a purchase through TikTok Shop, primarily driven by influencer recommendations and attractive discounts.
Check out the full report for more details.