Insights

Product reviews

We surveyed hundreds of shoppers about reviews, and how reviews influencer their buying decisions.
Research by
Christoph Knudsen
Survey participants
583
Survey conducted
May 2024
Key takeaways
Summary
Takeaways
Data

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This study highlights the significant influence of video reviews on consumer purchasing behavior across various product categories.

Just under half (48%) of consumers prefer to watch video reviews from real people before buying a new product for the first time.

We asked, "When you’re LOOKING to BUY a NEW PRODUCT for the FIRST TIME, which of the following STEPS do you PREFER to TAKE BEFORE BUYING?" Here are the results.

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3 of 4 consumers (77%) indicate that they often/always watch videos about products that they’re interested in before buying.

We asked, "Do you WATCH VIDEOS about PRODUCTS that you’re INTERESTED IN BEFORE BUYING?" Here are the results.

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70% of consumers strongly agree that video reviews from real people are helpful for them when making a decision about a product that they’re interested in buying.

We asked, "Please tell us if you AGREE or DISAGREE with the following statement: VIDEO REVIEWS from REAL PEOPLE are HELPFUL for me when MAKING A DECISION about a PRODUCT that I’m INTERESTED in BUYING”. Here are the results.

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95% of consumers are more likely to buy a new product that they’re interested in if they’re able to watch video reviews from real people before purchasing. 71% are much more likely.