TL;DR:
- Consumers overwhelmingly trust brand websites (43%) over mobile apps (34%) and social media (16%).
- 70% of shoppers rely on smartphones for online purchases, emphasizing the importance of mobile-optimized websites.
- Poor website user experiences cost e-commerce companies billions, with 48% of businesses embarrassed by their sites.
- 85% of consumers are uninterested in AI-driven purchasing decisions, while 60% say AI recommendations don’t sway them.
- Influencer endorsements have limited impact, with 57% of consumers unaffected or discouraged by them.
- Content is pivotal, as 90% believe it shapes their perception of brands, and only 5% prefer new brands over trusted ones.
Main AI News:
In a groundbreaking revelation, Storyblok, the reigning champion of the content management system (CMS) domain, has unveiled the findings of a sweeping global survey encompassing 1,000 discerning consumers. The survey’s mission is to unveil the facets of content that elicit trust and those that fall short in the eyes of shoppers gearing up for this holiday season.
Websites Emerge as the Crown Jewel of Consumer Trust
A striking majority, standing at a resounding 43%, have unequivocally declared that a brand’s website reigns supreme in their hierarchy of trust. In stark contrast, a mere 34% extend the same favor to mobile apps, while social media accounts trail at a distant 16%. The verdict is clear: when it comes to trust, websites take the lead. Email, however, limps in at a modest 7%, signifying that it lags behind as the least valuable marketing channel.
A Glimpse into the World of Digital Shopping
The modern shopper, with 70% predominantly utilizing smartphones for their online buying pursuits, sends a resounding message to brands. This underscores the imperative for businesses to invest in mobile-optimized web interfaces, rather than solely relying on app-based solutions.
A Grim Reality for Businesses
Storyblok’s previous research lays bare an unsettling truth—businesses are falling short in their quest to enhance their websites. A staggering 60% of consumers abandon their purchase journey due to subpar website user experiences, resulting in e-commerce companies hemorrhaging billions in potential revenue. The grim statistics extend to businesses’ self-perception as well, with a staggering 48% admitting to being ashamed of their website’s current state.
AI’s Struggle for Consumer Confidence
In an era dominated by technological advancements, a whopping 85% of consumers remain uninterested in entrusting their purchasing decisions to artificial intelligence. Furthermore, a significant 60% opine that AI recommendations hold no sway over their buying decisions, with 17% even asserting that AI would deter them from making a purchase.
The Influence Conundrum
Brands, take heed: the aura of influencers may be waning. An overwhelming 57% of consumers stand unwavering in their belief that celebrity or influencer endorsements hold no sway over their product choices, with 24% even indicating that such endorsements would discourage their purchases.
Content: The Bedrock of Brand Loyalty
In a landscape where loyalty is paramount, only a meager 5% of consumers admit to being inclined toward purchasing new, untested brands over their trusted counterparts. In stark contrast, a staggering 90% underscore the significance of brand-generated content in shaping their perceptions of brands and their offerings. The path to consumer conversion, it appears, is paved with trust engendered through compelling content experiences.
Dominik Angerer, the visionary CEO and Co-Founder of Storyblok, cogently observes, “It’s all too easy for brands to be enticed by fleeting trends, losing sight of what consumers truly desire. As these survey findings resoundingly proclaim, consumers crave authentic content and user-friendly websites this holiday season—precisely what they yearn for, and we must deliver.”
Conclusion:
The survey underscores the paramount importance of websites as a trusted platform for consumer engagement. Businesses must prioritize enhancing their web experiences to avoid revenue losses and negative self-perception. AI struggles to gain consumer trust, and influencer endorsements face skepticism. Building trust through brand-generated content remains pivotal in converting consumers into loyal customers.
