Storyblok has announced the results of a global survey of 1,000 consumers that reveals the content they trust and reject when making purchases this holiday season.
A majority of consumers (43%) said a brand’s website is more valuable than its mobile app (34%) or social media accounts (16%). Only 7% said email is the most valuable marketing channel.
70% of shoppers primarily use a smartphone for online shopping, highlighting the need for brands to offer mobile-optimized web experiences instead of simply relying on apps.
Previous Storyblok research proves that businesses still aren’t doing enough to improve their websites. The data shows that e-commerce companies are losing out on billions in revenue because 60% of consumers abandon purchases due to poor website user experience. Businesses know they have a problem: 48% are embarrassed by their websites.
85% aren’t interested in using AI to help them decide on purchases. Additionally, if offered an AI recommendation, 60% said it wouldn’t make them more likely to buy something, while 17% said it would make them less likely to make a purchase.
Brands may be better off spending their marketing budgets on campaigns that don’t involve influencers. 57% of consumers said a celebrity or influencer endorsement wouldn’t make them more likely to purchase a product, with 24% saying it would make them less likely to buy.
Only 5% said they’re more likely to purchase new brands instead of brands they trust. At the same time, 90% said content produced by brands is important in shaping their perception of brands and their products.
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