Online consumer content influences about 50% of in-store purchases

Fifty-four percent of consumers age 25 to 34, and nearly half of consumers age 35 to 44 and 45 to 54, say that online consumer behavior influences in-store purchases. Even in an older age bracket, age 55 to 64, 40 percent of shoppers say consumer-generated content (CGC) influences purchasing decision.

Bazaarvoice recently examined how consumers' online and off-line shopping behavior is influenced by consumer-generated content. The study looked at content such as reviews, questions and answers, photos, videos and social posts.

Higher and lower priced purchases are influenced differently by CGC. For relatively low dollar purchases, visitors who use CGC buy 73 percent more often than those who did not. Conversion rates for high-priced items was even larger, as retailers reported seeing between an 86 and 97 percent life in off-line sales conversion among users who used CGC.

In fact, according to a recent Nielsen study, 92 percent of consumers trust word of mouth and peer reviews over any other type of advertising.

"The information that guides purchase decisions is no longer contained in a single channel, yet brands still struggle to link the online and off-line experiences for their consumers. CGC provides the bridge between the in-store and online experiences and the means to pivot from a shopping environment based on company branding to one informed by consumer experience," said Sara Spivey, chief marketing officer at Bazaarvoice.

For more:
-See this Bazaarvoice press release

Related stories:
New website offers deals in exchage for reviews
The buy button arrives: How social media shopping will change retail
Price matters, but customer service still closes the deal
Amazon makes same-day delivery free
Amazon's Web Services shine, up 49%