When making online buying decisions, U.S. consumers now place more value on product information delivered on retailers’ owned channels, compared to third-party channels, such as marketplaces or social media. This is according to the latest research from Intellias.
Original research of over 1,000 U.S. shoppers by Intellias showed that 54% use retailers’ websites as their primary source of product information when making a purchase, compared to just 16% who rely on product information served on 3rd party marketplaces. A further 34% of consumers head in store to check out the product information available at the shelf-edge or in bricks-and-mortar settings before buying online. Another three-in-ten (29%) rely on information available on retailers’ apps, the company states.
Facebook Most Trusted Social Media Platform
Half (50%) of respondents would trust social media channels, including Instagram, TikTok, Facebook and X, for product information when making a purchase. Facebook is the predominant social platform trusted to deliver product information (20%), followed by TikTok (13%), according to the survey.
However, Gen Z index much higher on the TikTok channel compared to other age demographics, rising to 35% who use the platform in product discovery buying phases. Meanwhile, User-Generated Content (UGC), such as customer ratings and reviews, was another important source of product information for a quarter (25%) of shoppers.
Sustainability Top of Mind for Consumers
While price remained the top piece of information shoppers seek in product discovery, over a quarter (28%) now want access to ethical and sustainable sourcing information and carbon emissions associated with a product before making their buying decision, the survey states. This growing demand for more accessible sustainability information within the path to purchase underscores the move towards Digital Product Passports (DPPs). DPPs capture information about a product’s sustainability – from its composition, manufacturing processes and supply chain impact to its carbon footprint, emissions and recyclability – allowing consumers to access product lifecycle information via QR or barcodes.
Alexander Goncharuk, Vice President of Global Retail at Intellias, commented in a news release: “Our research shows that consumers are already more trusting and more influenced by product information delivered directly via retailers’ owned channels. DPPs offer another trusted channel for shoppers to access product lifecycle data direct from the brand – and what could be more direct than being delivered on the product itself. As retailers roll out DPPs, they will be able to deliver more transparency and authenticity in shoppers’ buying journeys at a time when consumers are increasingly environmentally conscious and ethically motivated in their purchasing patterns.”
