9 out of 10 Spaniards read online reviews before buying

Skeepersthe company tech that helps brands to translate the voice of consumers in business opportunities thanks to their UGC suite promoted by AI, has just published their new Consumers report, which shows how customer reviews and opinions are transforming the purchase process, from the initial search to their loyalty.

He Consumer report It is based on interviews conducted for two months to more than 72000 consumers, 10,000 clients in Spain, between 18 and 75 years, highlighting the relevance of verified opinions and how they strengthen the relationship between brands and consumers, and reveals that 9 of Every 10 Spaniards read online reviews before buying.

Reviews, the main engine in purchase decisions

According to the study, the 74% of consumers Read reviews before making a purchaseand more than half consult information from at least three different sources before making a decision. This behavior reflects a clear trend: consumers seek evidence in other people’s experiences before committing to a brand.

In fact, the report highlights that 89% of Spaniards consult reviews before buying. This practice has become increasingly common in the digital age, where the opinion of other consumers plays a fundamental role in making purchase decisions.

In this context, verified opinions not only help people decide what to buy, but also improve the image of a brand. In Spain, the 75% of buyers states that The image is very important when choosing a product or service.

If we go to demographic profiles, 78% of men and 72% of women confirm that you read reviews, while only 22% of both sexes declare that they do not. 79% of millennials and generation Z claim to read online opinions before buying, while 21% say they do not do so. 72% of Baby Boomers claims to read opinions, while 27% do not do so.

Online search and buy offline

Another aspect to stand out for Skeepers It is the Ropo trend (research online, purchase offline for its acronym in English), that is, online research, buy offline. It has been observed that the 74% Buyers seek information about products On the Internet before acquiring them in a physical store. This underlines the importance of having a strong presence online To improve the experience in the physical store.

The voice of the consumer, increasingly strong

According to the report, customers are not limited to reading the reviews, but also create audiovisual content when generating reviews. In fact, the 54% of consumers trust more on opinions that include photoswhile the 49% Prefer reviews with videos. This type of visual content, when presenting the product in various everyday and real situations, contributes significantly to strengthening brand credibility and facilitates potential clients to make informed decisions.

Not only creating audiovisual content around the product, but also in the form of comments. He 59% of respondents affirms that They write an online review in more than half of the purchases made.

When brands encourage and thank customers their efforts, this type of participation makes customers brand.

Brands must respond to opinions

He 63% of buyers affirms that the way in which a brand Manage opinionsespecially negatives, it is very important when generating trust. In addition, the 64% Trust above all in the most recent opinions, so it is important that companies maintain their updated opinions. That is why opinions reduce the gap between the information shared by the brand and real experiences, giving customers the necessary confidence to make a baseed purchase.

“Customer opinions are more important than ever. If the brands listen to their customers and act accordingly, they will not only gain their trust, but also increase their sales, ”he says The José Tejero, Country Manager of Skeers.