Navigating the pre-shopping journey is crucial in today’s digital marketplace. 1WorldSync’s 2023 Consumer Product Content Benchmark Report provides revealing insights into how pre-shopping research shapes consumer trust and influences purchasing decisions. This blog will delve into the pivotal role of pre-purchase research in the consumer’s journey, as highlighted in the report.
The Importance of Pre-Shopping Research in Building Trust
Unpacking Consumer Research Trends
Before making substantial purchases, consumers increasingly engage in detailed online research. The report shows that a significant 96% of consumers review multiple products, indicating the central role of pre-shopping research in the decision-making process.
Key Findings:
- 45% of shoppers evaluate 2-3 products.
- 35% review 4-5 products.
- Less than 6% research over 10 products.
How Consumers Search
On average, shoppers conduct product research 61% of the time before each trip – up from 49% in last year’s report. Shoppers approach research in different ways from search engines to specific sites.
Key Findings:
- 44% use search engines to find products and choose a retailer location
- 26% seek out professional reviews or independent consumer reports from third-party publications
- 16% search on a product or brand’s website
- 14% search on a retailer’s e-commerce site
Variety of Sources for Informed Decisions
Diverse sources are key in pre-shopping research, with 89% of shoppers visiting multiple websites to gather information, underscoring the necessity for widespread and consistent product information.
Key Findings:
- 69% of consumers use 2-3 different websites for research.
- 17% consult 4-5 websites.
Determinants of Online Purchasing Post-Research
Factors Influencing Purchase Decisions
The report ranks various factors that influence consumer decisions post-research. Price and the quality of product information emerge as top determinants, surpassing brand loyalty and customer reviews.
- Price
- Quality of Product Information
- Brand Familiarity
- Customer Reviews
The Youth Perspective
For shoppers under 35, customer reviews rank higher than brand familiarity, signaling a shift in how younger consumers evaluate products during their pre-shopping research.
Prioritizing Product Content in the Pre-Shopping Phase
Evolving Consumer Preferences
A striking 82% of online shoppers value product content over brand name in their pre-shopping phase, highlighting the increasing importance of detailed product information.
The Necessity of Consistent Content
The overwhelming majority of consumers (86%) expect consistent product content across all platforms, emphasizing the need for uniformity in digital content during the pre-shopping phase.
The Consequences of Inadequate Content
Poor or insufficient product content leads 73% of consumers to abandon potential purchases, illustrating the critical role of content quality in pre-shopping research.
The Influence of Multimedia Content in Pre-Shopping
The Power of Rich Content
The report finds that 48% of consumers can be swayed by multimedia content to make unexpected purchases, especially among those under 35.
Age as a Factor
The impact of rich product content varies with age, with 61% of younger consumers being more influenced compared to 43% of older consumers.
Conclusion
The 1WorldSync 2023 Consumer Product Content Benchmark Report sheds light on the critical role of pre-shopping research in the modern consumer journey. Understanding these insights is essential for brands aiming to establish trust and influence consumer decisions in the digital era.
Enhance your understanding of the pre-shopping journey. Elevate your brand’s strategy with the insights from our full report. Download the complete report now.
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