UK shoppers are relying on user-generated content more than ever to make informed buying decisions according to a report from Bazaarvoice which reveals half of shoppers surveyed say they are unlikely to buy a product without reviews or other customer content.

Bazaarvoice’s Shopper Experience Index surveyed over 7,000 shoppers worldwide and highlights the continued importance of customer reviews and user-generated content (UGC) in shaping purchasing behaviour and building trust with brands.

Among the key highlights, the survey shows consumer trust in fellow consumers is on the rise.

• 65% of global shoppers rely on UGC, such as ratings, reviews, photos, and videos in their buying decisions
• Nearly half of shoppers find user reviews on retailer websites the most influential content when researching the products online
• Gen Z is highly influenced by UGC, with 80% considering it crucial in their decision-making process. However, generation impacts what type of content they prefer. Baby Boomers rely more on traditional UGC-like ratings and reviews, while Gen Z prefers visual content like photos and videos from social media influencers
• 81% of shoppers say that seeing real customer reviews significantly increases their confidence in a purchase
• 77% of consumers trust UGC more than brand-provided information, making it the most trusted source of product information
• Over half (56%) of shoppers admit they are unlikely to buy a product without reviews or other customer content
• 79% of respondents report that UGC, including photos and reviews, directly influences their buying decisions.