What does it take to become a highly recommended brand in 2023? Smartson's latest consumer report, based on the experiences of nearly 7 500 Nordic consumers, helps us understand which factors are important and how we can act both strategically and tactically as a customer-centric brand.
Book a meeting via this link to get an in-depth insight into the report's findings.
Key Takeaways for Brands and Business Owners
This report is essential for entrepreneurs, brand owners, and marketing analysts. In today's fiercely competitive market, the impact of product recommendations and reviews cannot be overstated. It also emphasises the pivotal role of reviews in driving sustainable choices and highlights the importance of delivering quality products and outstanding consumer experiences to build trust in the ever-expanding e-commerce landscape.
Report Highlights
- 94% Enjoy researching product
- 93% Trust friends in product recommendation
- 82% Believes recommendations leads to sustainable lifestyle
- 75% Share word-of-mouth recommendations at least a few times a month
- 59% Prefer picture & text reviews
- 54% Research products below 500 SEK
- 51% Trust online reviews
Trusted Recommendations Matter
The report confirms that friends and family remain the most trusted source for product recommendations, with 54% trusting test services and 51% relying on online reviews. This underscores the power of digital platforms and user-generated content in shaping consumer choices.
This year's report underscores the profound influence of recommendations on our shopping and lifestyle decisions
The Significance of Recommendation Rates
Higher recommendation rates (e.g. 80%, 85%, 90%) substantially influence consumer opinions. Therefore, marketers are advised to prioritise delivering high-quality products and exceptional consumer experiences in order to form the foundation for achieving such high recommendation rates.
Reviews and Sustainable Choices
In total, 82% of respondents believe that reviews guide them toward sustainable choices. Recognizing the power of reviews is crucial for promoting a more sustainable consumer landscape.
7490 respondents in facts:
- Are in the age group 18-90, with an average age of 47
- Live in Sweden, Norway, Finland or Denmark
- 76% live in Sweden
- 70% are women
- 53% live in large or medium-sized cities
- 68% work full-time or part-time
- 94% are Smartson users and have applied for one or more activities at Smartson
Fill the form to download Smartson Consumer Report 2023, in both Swedish and English.