Almost three-quarters of US online shoppers find product reviews influential when visiting a retailer’s website, making reviews the most influential content type of those identified, according to recently-released results [PDF] from a UPS and comScore study. The new data – specific to online shoppers in the US – also demonstrates the influence of Q&A (48%) and product and brand videos (47%) among shoppers. Previous research has similarly found that product videos boost purchase likelihood among their viewers.
The study also finds that consumer and peer reviews are important factors in the path to purchase, with 55% of shoppers deeming these important when searching and selecting products. However, detailed product information (73%) is the most important factor in the search and selection process, followed by retailer reputation (66%), return policy (62%), and the presence of multiple images or the ability to zoom in (59%). Read the rest at MarketingCharts.