Research suggests that around 93% of customers read online reviews before buying a product. Indeed, 91% of 18-34-year-olds said that they trust online reviews as much as personal recommendations. Given the current situation with COVID-19, there has been a rise in online shopping as well as a rise in social media use and the two are linked – social media has an impact on what we buy.
Apparently, those consumers who are influenced by social media are four times more likely to spend more money on purchases. Short-term content on sites such as Snapchat or Instagram is important as they help brands to connect with consumers and particularly young people.
Over 75% of teens said that they trust YouTubers over commercials on TV and there has been a rise in the influence that vloggers are having. The research found that 95% of US parents felt that it was important to involve their children in purchases that were for them and 67% looked at products online with their children to do this.