There is a stark disconnect between what brands believe consumers want and what they really need from their online shopping experience this holiday season, according to research from Storyblok, a content management system (CMS) category specialist.
Despite global fanfare surrounding ChatGPT, a global survey of 1,000 consumers reveals that 85% aren’t interested in using AI to help them decide on purchases. Additionally, if offered an AI recommendation, 60% said it wouldn’t make them more likely to buy something, while 17% said it would, in fact, make them less likely to make a purchase.
In contrast, a separate global study of 500 senior marketers reveals that 64% report they have turned to AI to help create digital content regularly – only 11% say they have never used it.
When asked what the most important brand marketing channel is, the majority of consumers (43%) said a brand’s website is more valuable than its mobile app (34%) or social media accounts (16%). 70% of consumers also said they primarily use a smartphone for online shopping, highlighting the need for brands to offer mobile-optimised web experiences.
Yet previous Storyblok research suggests businesses continue to undervalue the importance of their website with only 28% citing improving website design as a priority and only 36% stating they would add more features. This is despite the fact that 60% of consumers regularly abandon purchases due to poor website user experience, with businesses estimating it costs, on average, $72,000 in lost sales per year. Tellingly, 48% of businesses also admitted they are embarrassed by their website.
Interestingly, the new consumer research also reveals that influencers aren’t as influential as they once were. 57% of consumers said a celebrity or influencer endorsement wouldn’t make them more likely to purchase a product, with 24% saying it would make them less likely to buy.
At the same time, the creation of modern content experiences is shown to be one of the most effective ways to build trust. 90% of consumers said content produced by brands is important in shaping their perception of brands and their products. Only 5% said they’re more likely to purchase new brands instead of brands they trust.
Dominik Angerer, CEO and co-founder of Storyblok, said: “It’s easy for brands to fall into the trap of chasing the latest trends instead of giving people what they actually want. As these survey results show, consumers have authentic content and useful websites on their wish list this holiday season.”
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