Despite the popularity of social media platforms and the rise in social commerce, just 4 per cent of UK consumers trust social media when researching a product. That’s one of the findings of a study carried out by eCommerce solutions firm ChannelAdvisor. It commissioned research firm Dynata to survey 5,000 consumers in the UK, US, France, Germany and Australia about their online shopping and research habits in 2022. Respondents, who ranged in ages from 18 to 65, were screened and sampled in partnership with Dynata.
The study found that 48 per cent of consumers in the UK trust Amazon for product research, compared to just 4 per cent who trust social media. Despite this lack of trust in social media, 22 per cent of respondents said they discovered products through sites like Instagram and TikTok.
The survey results also revealed how inflation and rising costs are affecting consumer purchasing decisions and their priorities when conducting online research before or during an in-store shopping experience. Despite the cost of living increasing, three-quarters of UK consumers claimed they are spending the same amount or more online as they were compared to last year.
The study found that Amazon has become the top channel for consumer research with nearly nine out of ten consumers using the eCommerce platform for assessing products. Retail media ads are influencing consumer purchase decisions, with 41 per cent of respondents saying they’d purchased after seeing an ad on Amazon.
UK trends indicate shopping journeys involve more activity across retail sites and marketplaces:
Marketplaces are the most common channels to discover new products:
Retail media advertising is becoming essential to increase product awareness:
In the past 12 months, consumers have researched products on these sites:
Pricing in a major factor for consumers before making a purchase:
The 2022 festive season will continue to involve heavy online research and purchasing activity:
“To stay competitive and agile in this changing environment, brands and retailers must first understand how, where and why consumers are shopping,” said ChannelAdvisor CMO, Mike Shapaker. “There are certainly encouraging signs for those operating in the UK as, despite strong headwinds, consumers are still spending online. While consumers do look to continue buying, these purchases will be more considered, and understanding how these decisions are made will be vital.”