8 Statistics on How Content Influences Purchasing Decisions
Posted: Tue Jan 21, 2025 4:54 am
In the constant search to optimize the results of advertising campaigns, it is necessary to investigate how effective the content is in purchasing decisions . This is why Nielsen, supported by InPower, conducted a study where they evaluated how a group of 900 people responded to different texts about products depending on whether they were written by experts, the company or users. The results sometimes showed dramatic differences, with experts often being those who provoke greater affinity, familiarity and purchase consideration.
Respondents were exposed to different products and had to mom database answer a survey before reading different content created by experts, companies and users, and then answering a new survey to see how their perception had changed. Below are some statistics on how content influences purchasing decisions:
1. Experts have greater reach than other users
When considering purchases, content created by experts was 83% more effective than content generated by users.
In products such as smartphones or a new vehicle, the results were drastic, with a clear superiority of content generated by experts. It is also worth noting that other items such as cameras received the same increase in purchasing interest in content generated by users.
2. Experts generate more affinity than brand advertising
In terms of user affinity, content written by experts is 50% more effective than brand advertising.
Video games and cars were the domain of experts, although companies were able to achieve greater affinity in Smart TVs.
3. Experts create more familiarity than users and brands
In terms of familiarity triggered by expert content, it outperforms user reviews and branded content by 50% and 88% respectively.
A large proportion of respondents showed greater confidence in the recommendations of experts, and this trend was even more pronounced when it came to high-value items.
4. Increases in smartphone sales
Smartphone sales are boosted by expert content, which is known for its familiarity, affinity and purchase potential. However, user reviews do not generate as much impact, accounting for 2% of sales.
Contrary to what many might think, the surveyed public was not interested in what other users had to say about a mobile device. Experts are still far ahead and this can be seen through the large number of specialized sites dedicated to writing about smartphones.
5. Brands are ahead with cameras
Cameras generate more attention through brand advertising than most products, reaching 12% of purchases.
Meanwhile, expert reviews only improved purchases by 6%. It is worth noting that in terms of affinity, expert reviews maintained their superiority with a 19% increase against the 16% achieved by company advertising.
6. Cars are a demanding area
Building affinity in car sales is unlikely through brand content or user reviews.
User reviews failed to increase affinity at all, while branded content only boosted it by 2%.
7. Featured Increase
Expert content generates 15% familiarity on average, with the highest increase achieved across all categories.
Overall, expert content achieved superiority across the board, averaging an 11% increase in purchase consideration, a 12% increase in affinity, and a 15% increase in familiarity.
8. Users have an impact on video games
Video games are the ones that have the best results with user reviews, generating 20% of sales.
User reviews in general did not increase purchasing decisions much, however in video games their increase was dramatically higher with expert content increasing by 11% and branded content increasing by 12%.
Respondents were exposed to different products and had to mom database answer a survey before reading different content created by experts, companies and users, and then answering a new survey to see how their perception had changed. Below are some statistics on how content influences purchasing decisions:
1. Experts have greater reach than other users
When considering purchases, content created by experts was 83% more effective than content generated by users.
In products such as smartphones or a new vehicle, the results were drastic, with a clear superiority of content generated by experts. It is also worth noting that other items such as cameras received the same increase in purchasing interest in content generated by users.
2. Experts generate more affinity than brand advertising
In terms of user affinity, content written by experts is 50% more effective than brand advertising.
Video games and cars were the domain of experts, although companies were able to achieve greater affinity in Smart TVs.
3. Experts create more familiarity than users and brands
In terms of familiarity triggered by expert content, it outperforms user reviews and branded content by 50% and 88% respectively.
A large proportion of respondents showed greater confidence in the recommendations of experts, and this trend was even more pronounced when it came to high-value items.
4. Increases in smartphone sales
Smartphone sales are boosted by expert content, which is known for its familiarity, affinity and purchase potential. However, user reviews do not generate as much impact, accounting for 2% of sales.
Contrary to what many might think, the surveyed public was not interested in what other users had to say about a mobile device. Experts are still far ahead and this can be seen through the large number of specialized sites dedicated to writing about smartphones.
5. Brands are ahead with cameras
Cameras generate more attention through brand advertising than most products, reaching 12% of purchases.
Meanwhile, expert reviews only improved purchases by 6%. It is worth noting that in terms of affinity, expert reviews maintained their superiority with a 19% increase against the 16% achieved by company advertising.
6. Cars are a demanding area
Building affinity in car sales is unlikely through brand content or user reviews.
User reviews failed to increase affinity at all, while branded content only boosted it by 2%.
7. Featured Increase
Expert content generates 15% familiarity on average, with the highest increase achieved across all categories.
Overall, expert content achieved superiority across the board, averaging an 11% increase in purchase consideration, a 12% increase in affinity, and a 15% increase in familiarity.
8. Users have an impact on video games
Video games are the ones that have the best results with user reviews, generating 20% of sales.
User reviews in general did not increase purchasing decisions much, however in video games their increase was dramatically higher with expert content increasing by 11% and branded content increasing by 12%.