Enligt en ny studie dissar konsumenterna annonsbudskapen till förmån för pris, produktegenskaper och recensioner.

Studien heter Trend Radar 2019 och har tagits fram av researchbolaget Simon-Kucher.

Studien anser att Amazon, Ebay och andra plattformar helt ändrat hur vi shoppar idag. Genom att enkelt jämföra olika produkter med varandra, läsa recensioner och se priser har lojalitet till varumärken utmanats.

“There is a lot of focus on disruptors’ technology, algorithms and business models, but their successful incorporation of ratings to rapidly build trust and loyalty has been under-appreciated by many commentators even though this key to their success is hiding in plain sight.

Successful use of ratings has been a driving force allowing Amazon, eBay, Uber, AirBnB, TripAdvisor and many other platforms to harness thousands of smaller suppliers, while building huge levels of satisfaction and trust among consumers with minimal marketing spend. The use by businesses of the power of ratings to influence customer behaviour is only going to grow further with time and across more sectors,” kommenterar Simon-Kucher.

Recensioner är viktigast för kategorier som resebranschen och elektronikprylar.