It should come as little surprise to literally everyone that the pandemic and its continued persistence has significantly shifted the buying habits of all consumers. This has left many brands scratching their heads and scrambling to find ways to get these consumers attention, bring them to their websites and turn these visits from just a casual browse to that of buying stuff.

The big question here is have the effects of 2020, and even a big chunk of 2021, fundamentally shifted and permanently changed how people discover, shop, and engage with businesses?

 

New Research is Helping Provide an Answer

A new research report from the team at Stackla offers insight into this and reveals that not only is the increase in online shopping here to stay but also, that today’s consumers want brands to provide them with a more authentic, personalised shopping experience.

The report, Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC, surveyed more than 2,000 consumers across the US, UK and Australia. It found that consumers “increasingly seek out and value the social content that real customers are creating about brands. This means that visual social proof—like user-generated content (UGC)— is more important now than ever for brands to leverage as part of their online marketing strategy.”

We’re going to look at some key findings of the report, but we encourage you to head over and download a copy for yourself. It has a ton of great information that will help you develop solid strategies when thinking about how to deal with this huge consumer shift.

 

Creating the Authentic Experience Shoppers are looking for

In the report, Stackla found that 88% of consumers say authenticity is important when deciding which brands, they like and support (with 50% saying it’s very important) and that 83% of consumers believe retailers need to provide more authentic shopping experiences to customers like them.

That’s great we hear you say but how do we do that? Well, the report can help with that too. Let’s start by looking at content.

We know content is incredibly powerful when it comes to marketing and advertising with some of the most successful businesses spending 40% of their entire marketing budget on it but is it being spent on the right kind.

Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

A strong majority of businesses are either already spending large amounts of budget on influencer marketing strategies these days or are looking to include it in their marketing strategy. However, as you can see from the image above, only 10% of consumers say influencer content resonates as authentic with them, and a mere 19% say that brand-created content is the most authentic.

The real authenticity winner, with 59% of consumers, is content created by other consumers or in other words user-generated content (UGC). It is by far and away the most authentic type of content — meaning people are 3.1x more likely to say user-generated content is authentic compared to brand-created content and 5.9x more likely to say it’s the most authentic compared to influencer content.

 

And it Does More than just Offer Authenticity

UGC is clearly ticking the box for the consumer, but it also has a big impact on their decision to make a purchase.

In the report, it was found that UGC is 8.7x more impactful in influencing purchasing decisions than influencer content. 79% of people say UGC highly impacts their purchasing decisions, while a very small 9% said influencer content impacts their purchases.

Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

And it doesn’t stop there, UGC just keeps on giving. 72% of consumers say real customer photos and videos are the content they most want to see on eCommerce sites when making purchasing decisions and 80% of consumers say they’d be more likely to purchase a product from an online store if its website had photos and videos from real customers.

It is hard to argue with those numbers. UGC is clearly an area that if you’re not currently thinking about you might want to start, and here is the reason why. 58% of consumers have left an eCommerce store without purchasing because the site didn’t have customer reviews or photos.

 

UGC is Easier than You Might Think

Consumers are happy to engage with brands that want to share their content and they’re eager for the content they create to be seen and used by their favourite brands.


Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

As you can see, consumers would grant a brand permission to use an image or video they posted of clothing or accessories (58%), a home goods product (58%), a beauty/health/wellness product (54%), a sporting goods product (53%) or a recent trip/excursion (52%) throughout their marketing.

And there are rewards for using this content outside of the ones we’ve already talked about.

43% of consumers — and 47% of Gen Z — say they would be more likely to continue engaging with and purchasing from a brand if it shared their photos or videos throughout its marketing.

 

The Full Report has so Much More

We’ve just scratched the surface of the insights in this report and again we’d encourage you to head over and download a copy for yourself. You’ll find a stack of insights on the importance of personalisation within the shopping experience and why it is so important as well as key insights at the industry level.

 

Putting it Into Action

Hopefully, you’ve seen the overwhelming benefits of including UGC into your strategy and now you’re thinking about how to make it a reality.

The Experience team at Eclipse is here to help. We can work with you to define the best way to include it in the user journey and make it part of the personalisation that your site offers. All you need to do is reach out to us and we can start talking options.