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The number of UK consumers using social media to research what products are "best" has rocketed from 25% to 43% in the last year, according to the Adobe Digital Index (ADI) 2015 Holiday Shopping Prediction report. The study examined more than 1trn visits to 4,500 retail websites since 2008, with a separate survey of over 400 consumers per country in the UK, USA, Germany, France, Australia, China and Singapore.
"We’re seeing the rise of social media as a source of product reviews," says Ryan Dietzen, senior market insights analyst at ADI. "It’s a key part of the customer journey."
The story is the same across Europe, with the percentage of respondents in France using social media to research products jumping from 28% in 2014 to 35% this year. Almost half of respondents in the UK said product reviews are one of the top two influencers on them when making major purchases, while the number influenced by reviews was even greater in Germany at 64 percent....
Here's how reviews play a critical role in your social marketing strategies. Recommended reading. 9/10