A recent consumer report published by Skeepers, a tech company that helps brands translate customer feedback into business opportunities, reveals some fascinating insights into the purchasing habits of Spaniards. The report, which surveyed over 72,000 consumers, including 10,000 in Spain, aged between 18 and 75, highlights the significance of verified opinions and how they strengthen the relationship between brands and consumers. One of the most striking findings is that 9 out of 10 Spaniards read online reviews before making a purchase.
The reviews, the main engine in purchase decisions
The study shows that 74% of consumers read reviews before making a purchase, and 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 online 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, 75% of buyers state that the image is very important when choosing a product or service. If we look at demographic profiles, 78% of men and 72% of women confirm that they read reviews, while only 22% of both sexes declare that they do not. The majority of millennials and Generation Z, 79%, claim to read online opinions before buying, while 21% assure that they do not. Meanwhile, 72% of Baby Boomers claim to read opinions, while 27% do not.
Online search and buy offline
Another aspect to stand out is the “Ropo trend” (Research online, Purchase offline), which refers to the practice of researching products online before buying them in a physical store. The report observes that 74% of buyers seek information about products on the internet before acquiring them in a physical store. This underlines the importance of having a strong online presence 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 reviews, but also create audiovisual content when generating reviews. In fact, 54% of consumers trust more opinions that include photos, while 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 do customers create audiovisual content around the product, but also in the form of comments. 59% of respondents affirm that they write a review in more than half of the purchases made. When brands encourage and thank customers for their efforts, this type of participation makes customers authentic brand ambassadors, which underlines the importance of user-generated content (UGC) to generate confidence and reinforce the image of a brand.
Brands must respond to opinions
63% of buyers affirm that the way in which a brand manages opinions, especially negative ones, is very important when generating trust. In addition, 64% trust above all in the most recent opinions, so it is crucial 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 based purchase.
“Customer opinions are more important than ever. If brands listen to their customers and act accordingly, they will not only gain their trust, but also increase their sales,” affirms José Tejero, Country Manager of Skeepers.
