Gen Z highly influenced by user-generated content on Instagram: Report

The study identifies a shift in customer behaviour, with omnichannel purchasing now combining webrooming, showrooming, and social media as important components. Eighty-eight per cent of shoppers want a consistent buying experience across all channels, with four out of five preferring a combination of in-store and online purchases. Three-fourths of consumers engage in online-to-offline shopping, which involves researching things online before purchasing them in physical stores (webrooming), while 59 per cent do the opposite (showrooming).

Over one-third (39 per cent) of consumers utilise social media for product discovery and research, with 31 per cent making direct purchases through these channels. In 2021, more than half of respondents (55 per cent) stated that they had never shopped on social media. This year, that figure has decreased to only 24 per cent.

More than half of consumers, self-identified creators, are eager to share opinions when rating products. Last year, half (forty-six per cent) of respondents identified as passive consumers, who tend to read consumer opinions rather than sharing their own. This year, that number dropped to just 28 per cent. This is good news for shoppers, 86 per cent of whom say they engage with creator content before making a buying decision, the report said.

Sixty-five per cent of global shoppers rely on UGC, such as ratings, reviews, photos, and videos in their buying decisions. Nearly half of shoppers find user reviews on retailer websites the most influential content when researching the products online. Gen Z is highly influenced by UGC, with 80 per cent considering it crucial in their decision-making process. However, generation impacts what type of content they prefer. Baby boomers rely more on traditional UGC-like ratings and reviews, while Gen Z prefers visual content like photos and videos from social media influencers.

Personalised offers drive 45 per cent of shoppers to complete purchases online. They resonate even more strongly with Gen Z, 61 per cent of which find these tailored offers impactful. Electronics (47 per cent), apparel (42 per cent), and health and beauty (39 per cent), are the product categories for which personalised offers are most influential.

“This year’s study reinforces that to succeed today, brands and retailers must meet their customers wherever they shop—especially on social platforms, where consumer engagement and comfort with purchasing are on the rise,” said Zarina Lam Stanford, chief marketing officer (CMO) at Bazaarvoice. “The demand for user-generated content is higher than ever, and it’s a powerful tool for creating genuine connections that influence purchase decisions. As consumers shift from passive observers to active content creators, brands have a unique opportunity to harness authentic voices and build trust across all touchpoints.”

Bazaarvoice, Inc., the leading provider of full-funnel authentic user-generated content (UGC) and social commerce solutions, has announced its annual Shopper Experience Index, which is based on a poll of over 8,000 worldwide shoppers.

Fibre2Fashion News Desk (SG)