Online shoppers prefer to read content from their peers rather than influencers

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According to a new survey, 65 percent of fashion-related purchases were made by consumers based on user-generated images and videos of real customers.

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The majority (79 percent) of online shoppers reveal that user-generated content (UGC) highly impacts their purchasing decisions according to new research from Stackla, an visual content marketing platform. Only 9 percent of respondents said the same about content created by influencers.

53 percent have purchased a beauty, health or wellness product based on user-generated images or videos on social media. 72% of consumers prefer photos and videos from actual customers to make purchasing decisions.

Stackla’s report, Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalisation and the Power of UGC, is based on a survey of 2,042 consumers across the US, UK and Australia. 66% of respondents said they were inspired to buy from a brand by seeing images on social media of the brand shared by others. 56 percent of those questioned said they are more inspired by social media videos and images when shopping online now than they were before the pandemic.

man taking photo using black Android smartphone

Post-pandemic consumers demand authenticity from brands. 83% believe that retailers should offer more authentic shopping experiences for customers.

Only 10 percent say influencer content resonates as authentic and 19 percent say that brand-created content is the most authentic. 58% would give permission for a brand to use an image they have posted about clothing or accessories in their marketing.

“All generations of shoppers are telling brands they’re more likely to purchase products if they see authentic customer content on websites,” said Damien Mahoney, CEO and Co-founder at Stackla. “The survey results show that online shoppers expect visual content from real customers.

“As more consumers make the shift to online shopping, they’re increasingly seeking authentic and personalized experiences to help them make purchasing decisions,” Mahoney said. “Consumers today are willing and able to share the content they desire with brands throughout their eCommerce experience. These brands will be the winners in the future and today by using UGC to create these relevant and real experiences.”