According to the Ipsos Consumer Tracker, consumers prioritize authenticity, transparency, a proven track record, relatability, and available deals when evaluating product reviews.
The Ipsos Consumer Tracker regularly surveys Americans regarding the cultural, economic, and societal forces influencing their daily lives. Here is a key takeaway from this week’s findings.
Why we asked: While it is encouraging that consumers are feeling less pressure to find the perfect gift, we wanted to understand what Americans prioritize when seeking out general product reviews and recommendations.
What we found: When it comes to product reviews, people trust authenticity/transparency, track record, relatability and their deals/offers. People say they are less swayed by personality and entertainment value or how engaging the content is. Which seems like maybe folks are underselling, because there’s a reason some influencers are as influential as they are. Interestingly, despite all the different ways different generations consume content, there are almost no generational splits in this data, although “relatability” and “engaging content” ranked much lower for those 55+. The older cohort care more about rigor and were much more likely to say “none of the above.”
More insights from this wave of the Ipsos Consumer Tracker:
Just one in four plan to spend more money on gifts this holiday season
We are feeling excited, grateful and stressed about the holidays
More Americans are cutting back on streaming and repairs
The Ipsos Vibe Check: Here’s how Americans feel about the government this week
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
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