Report: Influencers Falling Out Of Favour With Aussie Shoppers
Almost two-thirds of online shoppers shun celebrity influencers when shopping online and more than six in ten (61 per cent) feel that celebrity influencers are out of date, according to the latest research released today by Bazaarvoice, a provider of online ratings and reviews solutions.
As the world celebrates the birth of Master Archie, Prince Harry and Meghan Markle’s new royal baby, the research suggests that the much-reported “Meghan effect” may be diminishing, with only 5 per cent of Aussies saying their purchasing habits are influenced by royals.
Fashion and lifestyle bloggers have a larger influence on consumer purchasing behaviour than royals, models, actors or sportspeople with one in five shoppers turning to bloggers to help inform shopping decisions.
But its everyday shoppers who have the greatest power to sway buyers according to Bazaarvoice.
Bazaarvoice managing director APAC Kate Musgrove said: “The message to retailers and brands is clear: improving the functionality of the online retail experience to include shopper reviews is the most powerful way of keeping customers on the path to purchase.
“A well thought-out digital strategy may put a product at the top of people’s Instagram feed, but the presence of reviews and the opinions of people just like them is what will seal the deal.”
The research looked at the shopping habits, preferences and behaviours of more than 1,300 Australians and found that more than 80 per cent of people seek out other shoppers’ reviews before making an online purchase.
The proportion is growing year-on-year with an eight per cent increase in the number of people using shopper reviews when compared to 12 months ago.
The findings are even more pronounced in female shoppers, with almost one in five women reading more reviews than 12 months ago.
According to Ms Musgrove, the research highlights the growing importance of authenticity in consumer marketing.
She explained: “Dove’s ‘Real Beauty’ Campaign launched in 2006 started a marketing revolution where consumers applauded and voted with their wallets for authenticity.
“This has been shown to be closely linked to trust.
“If a consumer can see real authentic feedback or photos they will trust the brand more than if they see a heavily filtered and airbrushed photo.
“If a retailer opens itself up to user-generated content in the form of reviews – good and bad – this will instil greater trust from shoppers.”
The research found that nearly 40 per cent of people say that the most important aspect of a review is knowing about other shoppers’ experiences of the product, with the same amount using reviews to validate their purchasing decision.
Also, 34 per cent agree that reviews give them information on whether a product is good value.
Bazaarvoice also asked survey respondents if they felt confident in their ability to spot a fake review.
Alarmingly, only 16 per cent of shoppers felt completely confident that they would be able to spot a fake review.
A further 63 per cent have had doubts about the authenticity of some reviews whilst 22 per cent admitted they wouldn’t know a fake review from a real one.
Ms Musgrove expanded: “Fake reviews can be tricky to weed out but there are a few things to look out for.
“A large number of positive reviews date stamped on the same day is one indicator and the language is often another giveaway.
“The descriptors may not sound typical of people making that purchase.
“A look at the profile might shed further light – strange avatars, peculiar names or if they have not made many reviews but have made a lot of positive reviews in quick succession, should ring alarm bells.”
As part of its review services Bazaarvoice provides authenticity services and measures to help ensure that review content is authentic, so consumers can feel confident knowing that they can trust reviews in the era of fake news.
Additional findings from the research:
- Both women and men are both most influenced by ‘People Like Me’
- Of celebrity and quasi-celebrity influencers, the research found that men are most responsive to bloggers (14.4 per cent), sportspeople (14.2 per cent) and well-known business people (11.3 per cent)
- For women, bloggers (23 per cent) and models (11 per cent) carried most power in influencing purchasing
- Politicians are the least well-received influencers, with just under 3 per cent of all respondents favouring them. Male respondents answered more than double in favour of politicians (4.1 per cent) compared with women (1.9 per cent).
Ms Musgrove concluded, “The retail environment is evolving quickly and retailers cannot afford to fall behind in their adoption of trends such as personalisation and user-generated content.
“The rise of organic influencers is also another key trend based on authenticity where an influencer becomes an advocate that promotes a product based on their genuine love of a brand.
“Micro influencers – those with around 3,000 followers in a niche area – are also becoming increasingly important for brands and retailers to engage with.
“Shoppers are becoming increasingly savvy and can now see past paid promotions and flattering filters, and are seeking out candid and relatable content to inform purchasing decisions.”
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.