Smartson consumer report 2021 • Smartson for Business

Smartson consumer report 2021

How does e-commerce affect your business?

The progress of e-commerce in recent years has been difficult to avoid - but how has the global pandemic affected our consumption patterns? In this article we present selected insights from the Smartson Consumer Report 2021 that we hope you as a reader see a value in. The report is based on the opinions of almost 8 000 Nordic consumers regarding recommendations and consumer patterns. The impact of e-commerce is increasing the importance of qualitative recommendations

Smartson consumer report 2021

Create campaigns with a WOM effect

In the Smartson Consumer Report 2021, we can see that there is a connection between the employment status and how often they verbally recommend products and services (Word-of-Mouth), based on almost 8000 respondents. People on parental leave recommend products more often than those who work full time. Verbal recommendations to friends are done more often than shared recommendations on social media. We see that people in their mid 20’s recommend the most frequently and people who are 65+ only recommend sporadically with longer time between their recommendations.

Smartson Consumer Report 2021

What recommendations do you trust before a purchase?

Almost 8 000 Nordic consumers have shared their opinions on recommendations and consumer patterns in the 2021 Smartson Consumer Report. The past year, since the previous report, has been special because of the global pandemic where the digital recommendation* has increased its meaning. In this article, we highlight selected insights from the 2021 Smartson Consumer Report. We hope that you as a brand owner, seller or content creator will benefit from the knowledge we share.

Smartson Consumer Report 2021

3 keys to secure the future of a recommended brand

A brand that is recommended by its customers and users builds a genuine reputation and a strong brand awareness. Take a look at three tips on how a brand can secure its awareness. Transparency at the centre A transparent brand is built on trust in both customers and employees. Open up what you stand for and set guidelines for how you work with transparency at all levels in the organisation. When it comes to recommendations, brands who have removed negative reviews or fabricated positive quotes have historically had negative developments or have been met by legal action.

Smartson Consumer Report 2021

The Growing Power of Reviews

The past year, since the previous Smartson Consumer Report, has been special because of the global pandemic where digital recommendations have increased in its meaning. We have seen physical store’s been shut down and turned into online e-commerce stores. During the third quarter of 2021, e-commerce grew by 11 percent compared with the same period in 2020 according to PostNord’s E-barometer. Online shopping not only makes it more accessible for consumers to consume and buy products, but also makes it easier to read and leave reviews.