2025年购物者偏好报告：基于美英法德加澳六国调研

Foreword In this report Value shoppers shift to storebrands for smarter spending TABLEOFCONTENTS 16Continuous pursuit of trust spans multipletouchpoints in the buying journey Creator content matters,and credibility converts Social commerce is mainstream, drivenby informed and engaged shoppers Interactive shopping experiences gaintraction with Gen Z and millennials Key takeaways Quality at store brands, minus the big price tag —that's what shoppers want Economic uncertainty isreshaping how shoppers buy.They are getting smarter,seeking value, trust,and real voices that matter.So, how do brands deliverwhat they're chasing? Shoppers are looking to save money, choosing store brands overpricier alternatives because they offer quality without the highcost. It's not just about low prices. Shoppers want products thatare easy to find, with simple information and great deals. To winthem over, make your product's quality and value shine, offer thedeals they're hunting for, and ensure visibility everywhere theyshop. When a product feels worth it, comes with a great offer,and is easy to find, it's more likely to land in their cart. Trust isn't a bonus — it's the whole game Shoppers won't move without trust. They're scrutinizingeverything from start to finish. You need a strategy that buildsconfidence at every step, combining User-Generated Content(UGC) with testimonials and demos for credibility. You mustmove beyond one-off creator deals and invest in long-termpartnerships that deliver honest, in-depth reviews — not justsurface-level hype. Zoom in on social commerce, and it's clear:authenticity wins. Real testimonials and product demos swaymore than polished brand ads, giving shoppers the raw truththey need to make a confident purchase. Multi-path shopper journeys shaped by socialcommerce The bottom line:shoppers crave authenticity andthis report is your roadmap tolanding where it counts. Shoppers may explore products on social media, but theirpaths to purchase vary. Some buy directly from a brand'swebsite, visit a physical store, shop within the platform, orclick on a retailer's product page after seeing trustedcontent. Consumers aged 18-34 turn to social media for researchand shopping. Creators may drive their discovery, but theyprefer checking brand sites or marketplaces for reviews.Boomers, however, remain skeptical, preferring traditionalproof over digital hype. To win across generations, youmust build trust with authentic creators, real UGC, andcredibility at every step. Zarina Stanford CHIEF MARKETING OFFICER,BAZAARVOICE Short-form videos continue to engage,and testimonials build trust to drive purchase Bite-sized videos capture shoppers' attention, but if a customertestimonial is included, shoppers are more likely to make apurchase. Consumers trust authentic experiences, makingtestimonials a powerful tool in the decision-making process.While Gen Z and millennials engage heavily with short-formcontent and are influenced by testimonials, win over your oldershoppers by guiding them directly to trusted reviews andproduct demonstrations on brand websites. F O R E W O R D IN THIS REPORT What's driving shoppers these days? Or what do they preferwhen planning to buy a product? This report got the scoop onhow people are spending, what they trust, and where they'reclicking or not. Trust is the compass. Consumers scour brand websites but turn toauthentic voices — friends, reviewers, and social proof — to validatetheir choices. Creators spark interest, but research seals the deal.Social commerce is no longer a side act. Platforms are thrivingshopping hubs powered by discounts and fast, engaging content. Shoppers are laser-focused on savings, swapping big-namebrands for store labels and storming discount stores. They'rehunting deals online too, prioritizing value without skimpingon quality. Here's what's shaping their journey: Brand swap:Why shoppers are ditching name brands forstore options and discount haunts.Trust chase:How they lean on brand sites and peerreviews over glossy ads.Creator clout:What convinces them to buy or bolt after aninfluencer's pitch?Social surge:Where platforms turn into shopping hubswith deals and quick clips.Tech edge:Why Gen Z loves AR while most shrug atgimmicks. ThisShopper Preference Reportcracks it all open. From the riseof store brands to social media as a deal magnet, giving brands andretailers a roadmap to nail authenticity and hit the right spots. ABOUT THEREPORT The Bazaarvoice Shopper Preference Report 2025 exploresshifting shopping behavior, highlighting shopping habits,trusted content, and channel choices, while exploring therole of creator content and shifting trust in social commerce. Conducted in January 2025, the report compiles insightsfrom more than 8000 consumer respondents in six markets:the USA, UK, France, Germany, Canada and Australia. 8,000+consumer respondents 6globalmarkets VALUE SHOPPERS SHIFTTO STORE BRANDS FORSMARTER SPENDING Shoppers