Over three years of research through Smartson's Consumer Report have shown the truth about product research before a purchase among consumers. We believe this information is crucial for businesses and it highlights the importance of the products' overall reputation, including ratings and reviews. Let's dive into the reasons behind this trend that we've seen.
Growing number of Nordic consumers embrace pre-purchase research
In 2020, 91% of the 8,339 Nordic consumers surveyed, expressed their enjoyment of researching products before making a purchase. This number saw a slight increase the following year, with 94% of the 7,783 Nordic respondents displaying a positive attitude toward pre-purchase research in 2021. Our latest Smartson Consumer Report in 2023 reinforces this trend, with 94% of the 7,490 Nordic respondents expressing the same positive sentiment, underscoring the enduring nature of this trend among consumers.
The increase from 91% to 94% in recent years demonstrates the ongoing rise in consumer interest in product research before making a purchase
Knowing that 9 out of 10 enjoy researching products before purchase, here are some potential factors why is it so important for them:
Firstly, consumers might want to compare different products to find the one that best suits their needs. Secondly, they might seek assurance that they are getting a good deal and value for their money and also given a chance to compare prices between different brands. Thirdly, this research could help them confirm the quality of the product and its durability, as well as helping them to understand the features and specifications of the product and if that aligns with their requirements. Finally, they could read about real world user reviews and experiences to help inform their purchase decision, and they may also seek recommendations from friends, family, or online communities.
To capture consumers' attention during the pre-purchase research phase, it's important that companies manage their product's overall reputation. This involves ratings and reviews, which serve as reflections of past consumers' experiences and are a direct influence over the decision-making process for potential customers. If you're seeking assistance in enhancing your product's success story, Smartson is ready to provide support, including services for user-generated ratings and reviews. Reach out to us at hello@smartson.se.