Kimola Newsletter 19#: Green is the new Black Friday.🌿

Mar 20, 2023 - 4 min read
Kimola Newsletter 19#: Green is the new Black Friday.🌿

Here are the recent consumer research reports that are curated by Kimola, prepared for communication and research professionals.



Consumers are more eco and socially aware

According to a survey conducted by KMPG with 1,000 people in the United States, 37% of consumers make purchasing decisions based on environmental sustainability, while 33% consider social responsibility. The research shows that 75% of consumers who prioritize environmental sustainability look for eco-friendly products and/or packaging. Additionally, around 50% of these participants determine the environmental sustainability of a product based on product labels, descriptions, images, or marketing. On the other hand, consumers prefer products with environmental sustainability and social responsibility features most in the categories of restaurants, clothing, and personal care products.


Online reviews benefit brands greatly

A study conducted by Chatmeter with 1,369 participants reveals how online consumer opinions offer tremendous potential for brands. According to the study's noteworthy findings, 89% of consumers use online reviews to evaluate quality, and 67% see it as an important part of the decision-making process for what to buy. They also want specific details such as pricing, features, options, and quality. Regarding financial review sites, only 34% of participants trust them. Restaurant reviews emerge as the most trusted reviews among consumers (69%). Another standout output of the research is that more than 56% of participants believe that current reviews are more important, while only 6% believe that when a review is published is essential.


Interest in luxury consumption is strong

A study conducted by Saks with the participation of 2,832 people in the United States reveals findings on the attitudes of luxury consumers towards shopping, spending, and fashion trends. The study's noteworthy data shows that the majority of participants (62%) plan to spend the same or more on luxury in the next three months compared to the previous period. Generation Z and Generation Y participants are more likely to prioritize luxury spending compared to other generations. Additionally, 72% of participants have either made a holiday reservation in advance or plan to make one for future travel, indicating a priority on travel spending. Meanwhile, clothing (60%) and footwear (36%) are among the most luxurious products consumers purchase while preparing for their travels.


Organic search builds brand trust

According to a survey conducted by Botify with 4,000 participants in the US and UK, organic search plays a critical role in brand building. The survey's key findings reveal that half of the participants (51%) trust a brand that appears in the top positions of organic search results more than a brand that appears as sponsored or paid advertising. In addition, high organic search rankings are shown to be one of the top five factors that determine respondents' trust in a brand, along with positive online reviews (60%), positive media coverage (54%), TV ads (42%), and radio ads (36%). The factors that consumers said most influenced their trust in a brand's website were the accuracy and relevance of the content (33%), ease of navigation (32%), and ease of finding products or services (25%). These findings show that providing consumers with the content they need when they need it, and in a way that satisfies them is critical to building trust.


Gen Z prefers printed books over e-books

Did you know that despite being known as the "phone-obsessed" generation, Generation Z is actually big fans of print books? They say they prefer buying a printed book over an e-book, partly due to eye strain, digital detox, and their love for libraries. According to a survey by Nielsen BookData, 80% of book purchases by buyers aged 13-24 in the UK are printed books. Additionally, thanks to social media trends like #BookTok, printed book sales have boomed in the last two years. So why do they prefer printed books? Many say they love the smell and feel of a physical book and enjoy supporting local bookstores.


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