People trust authenticity and track record for product reviews

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Why we asked: It’s great that we’re less worried about finding the perfect gift. But when shopping generally, what do Americans look for in terms of finding product reviews and recommendations?

What we found: When it comes to product reviews, people trust authenticity/transparency, track record, relatability and their deals/offers. People say they are less swayed by personality and entertainment value or how engaging the content is. Which seems like maybe folks are underselling, because there’s a reason some influencers are as influential as they are. Interestingly, despite all the different ways different generations consume content, there are almost no generational splits in this data, although “relatability” and “engaging content” ranked much lower for those 55+. The older cohort care more about rigor and were much more likely to say “none of the above.”