Social commerce statistics

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Bite-sized chunks of insight into why social commerce matters to your business.

Mobile shopping

Across the Bazaarvoice client network, mobile shoppers who view customer content like reviews show 133% higher conversion rate.

"7 ways the mobile consumer changes everything", Bazaarvoice, March, 2014

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Mobile shopping »

Retail and travel

The number of reviews and average rating on a product correlate closely with conversion to purchase. In the Beauty product category, when the number of reviews increases from 1 to 15, we see a 56% increase in orders.

"Internet Retailer Top 25 case study", Bazaarvoice, March, 2014

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Retail and travel »

Financial services

The average rating in the Financial Services category is 4.44 out of 5 stars. Eighty seven percent of Financial Services reviews are 4 stars or above.

"The Connected Economy: Insights from the network ", Bazaarvoice, November, 2013

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Financial services »

How brands use social

After seeing a brand response to a review, 71% of consumers change their perception of the brand.

"The Conversation Index Vol. 6", Bazaarvoice, January, 2014

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How brands use social »

How consumers contribute

The average rating in the CPG category is 4.12 out of 5 stars. Eighty percent of CPG reviews are 4 stars or above.

"The Connected Economy: Insights from the network ", Bazaarvoice, November, 2013

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How consumers contribute »

The conscious consumer

Before ever entering a store, 62% of Millennial shoppers already know what they want to buy through prior online research. Eighty-four percent of them say consumer-written content on brand sites influences what they buy.

"Social Trends Report 2013", Bazaarvoice, July, 2013

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The conscious consumer »

The gender gap

Although men review consumer electronics more frequently, reviews authored by women are considered more helpful in the category

"The Conversation Index Vol. 6", Bazaarvoice, January, 2014

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The gender gap »

Word of mouth

CPG’s NPS is 65%, with 78% promoters and 14% detractors. Ninety percent of reviewers in this category input NPS.

"The Connected Economy: Insights from the network ", Bazaarvoice, November, 2013

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Word of mouth »

Across the Bazaarvoice client network, mobile shoppers who view customer content like reviews show 133% higher conversion rate.
"7 ways the mobile consumer changes everything"
Bazaarvoice, March, 2014
By 2016, 85% of all digital shoppers will be mobile shoppers as well.
"7 ways the mobile consumer changes everything"
eMarketer/Bazaarvoice, March, 2014
Shoppers’ mobile use in research and buying is exploding. Currently, eight in 10 smartphone owners are smartphone shoppers.
"7 ways the mobile consumer changes everything"
Google/Bazaarvoice, March, 2014
Clothing and footwear are the most researched non-digital products on mobile globally, with 32% of mobile shoppers having browsed these categories. Health and beauty follows at 23%, with consumer electronics at 21% and toys and games at 17%.
"7 ways the mobile consumer changes everything"
Bazaarvoice, March, 2014
Black Friday weekend 2013 saw sharp growth in mobile use. Mobile traffic grew 61% year over year, and mobile sales reached 25.8% of total online sales for Thanksgiving.
"7 ways the mobile consumer changes everything"
Bazaarvoice, March, 2014
In Europe, Forrester predicts that mobile e-commerce revenues will rise from €1.7 billion in 2011 to €19.2 billion by 2017, reaching 6.8% of web sales.
"7 ways the mobile consumer changes everything"
Bazaarvoice, March, 2014
Mobile traffic to customer content grew 60% from July 2012 to July 2013 on the Bazaarvoice network.
"7 ways the mobile consumer changes everything"
Bazaarvoice, March, 2014
The number of reviews and average rating on a product correlate closely with conversion to purchase. In the Beauty product category, when the number of reviews increases from 1 to 15, we see a 56% increase in orders.
"Internet Retailer Top 25 case study"
Bazaarvoice, March, 2014
Compared to site visitors that did not read reviews, review readers in the Travel category experience average lift of 52% in page views per visit, 83% in time on site, 25% in repeat visits, 77% in conversion, and 61% in revenue per visit.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
55% of consumers using mobile to research want to purchase within the hour.
Google Think Insights, November, 2013
40% of personal travelers and 46% business travelers use social networking to share travel experience.
"Think Insights"
Google, January, 2013
45% of personal travelers and 54% of business travelers have made travel plans based on reviews and experience of others.
"Think Insights"
Google, January, 2013
When deciding between 2 hotels, 65% of people say that seeing a management response would sway them to book with the responding hotel.
Forrester, January, 2013
32% of business travelers post reviews of places they’ve been.
"Think Insights"
Google, January, 2013
Travelers are most highly influenced at ZMOT (99%), looking at 10.2 sources of info online before booking travel.
"Zero Moment of Truth"
Google, March, 2011
Social networks remain the top destination online. 60% of people who use 3 or more digital means of researching products learned about a Retailer through a FB or Twitter post.
"Social Media Report",
Nielsen, October, 2011
Retailers average a 4.2 rating out of 5 with the average review consisting of 66 words. Mass merchants average a 4.3 rating with the average review consisting of 58 words.
"The Conversation Index Vol. 1",
Bazaarvoice, September, 2011
Sentiment in the Travel vertical spikes in the Summer travel season.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Travel spending by millennials rose 20% in 2010, making them the fastest-growing age segment for travel (Morrissey, Janet. "The Millennials Check In." The New York Times. March 2012.)
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
Currently age 17-34, millennials have greatest lifetime value of any generation in travel market. (Dorsey, Jason. The Center for Generational Kinetics. July 2012.)
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
39% of millennials say they would not choose a hotel without referencing others' opinions.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
32% of millennials say they would not purchase travel accommodations without referencing others' opinions.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, December, 2012
Retailers average a 4.2 rating out of 5 with the average review consisting of 66 words. Mass merchants average a 4.3 rating with the average review consisting of 58 words.
"Conversation Index"
Bazaarvoice, April, 2011
The average rating in the Financial Services category is 4.44 out of 5 stars. Eighty seven percent of Financial Services reviews are 4 stars or above.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Financial Services’ NPS is 57%, with 74% promoters and 17% detractors. Ninety nine percent of reviewers in this category input NPS.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
For online banks in particular, 40% of customers under 30 based their bank selection in part on a recommendation from someone they know.
"Social meets financial"
Bazaarvoice, August, 2013
30% of consumers would choose a financial institution based on the recommendation of a trusted acquaintance.
"Social meets financial"
Bazaarvoice, August, 2013
83% of consumers say it would be important to read user-generated content before making a decision about banking or other financial services.
Kelton Research/Bazaarvoice, September, 2011
26% of consumers would never choose a bank without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
27% of consumers would never open an insurance policy without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
30% of consumers would never choose an insurance provider without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
32% of consumers would never choose a healthcare provider without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
Financial Services saw the highest portion of reviews that mention "customer service" at 17%.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Contributors who have been customers for 10+ years write about 30% more content than first-year customers.
"The Conversation Index Vol. 2"
Bazaarvoice, January, 2012
77% of long-term customers say they would recommend their financial firms to others – they’re the second largest segment of promoters for these types of firms.
"The Conversation Index Vol. 2",
Bazaarvoice, January, 2012
32% of total product reviews come from financial customers.
"The Conversation Index Vol. 2"
Bazaarvoice, January, 2012
Financial customers for 20+ years rate financial products less favorably than new customers. Those who have been customers for less than a year rate products 8% more positively than these long-tenured clients.
"The Conversation Index Vol. 2"
Bazaarvoice, January, 2012
"Easy" is found in 16% of FinServ reviews.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
44% of millennials say they would not purchase insurance without referencing others' opinions.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
After seeing a brand response to a review, 71% of consumers change their perception of the brand.
"The Conversation Index Vol. 6"
Bazaarvoice, January, 2014
Shoppers who read brand responses that offer to refund, upgrade, or exchange products are 92% more likely to purchase, and product sentiment increases by 88%.
"The Conversation Index Vol. 6"
Bazaarvoice, January, 2014
When brands respond to product misuse with guiding explanations, shoppers who see the review response are 186% more likely to purchase, and product sentiment increases by 157%.
"The Conversation Index Vol. 6"
Bazaarvoice, January, 2014
93% of those surveyed said that customer insight development was an important tool to prioritize in future DMP applications.
ClickZ.com, November, 2012
78% of study correspondents saw gaining customer insights as a useful application for DMPs.
ClickZ.com, November, 2012
52% of companies surveyed found DMPs' ability to integrate digital and traditional data as a useful skill set for the platform.
ClickZ.com, November, 2012
Shoppers from Twitter have the highest average order value – $121.33 – of all shoppers who visit directly from Facebook, Twitter, and Google.
"The Conversation Index Vol. 3"
Bazaarvoice, March, 2012
9 out 10 CMOs say social data has influenced decisions.
"The CMO Club, Chief Customer advocate: How social data elevates CMOs"
Bazaarvoice, July, 2012
Almost 1/2 of CMOs have used social to make predictions, forecasts.
"The CMO Club, Chief Customer advocate: How social data elevates CMOs"
Bazaarvoice, July, 2012
67 percent of B2C companies and 42 percent of B2B companies have acquired a customer through Facebook
Hubspot, December, 2011
The number of marketers who say Facebook is "critical" or "important" to their business has increased 83 percent in just 2 years.
Hubspot, December, 2011
The average rating in the CPG category is 4.12 out of 5 stars. Eighty percent of CPG reviews are 4 stars or above.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Compared to site visitors that did not read reviews, review readers in the Consumer Packaged Goods (CPG) category experience average lift of 88% in conversion.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
When shoppers post questions, 34% of the answers posted are from community peers (as opposed to employees) in the Consumer Electronics category; 68% in the Department Store / Mass Merchant category; and 57% in Apparel.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
The average rating in the Consumer Electronics category is 4.27 out of 5 stars. Eighty-five percent of Consumer Electronics reviews are 4 stars or above.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Review readers in the Consumer Electronics category experience average lift of 74% in page views per visit, 144% in time on site, 9% in repeat visits, 37% in conversion, 48% in revenue per visit, and 12% in Average Order Value.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
The average rating in the Department Store / Mass Merchant category is 4.27 out of 5 stars. Eighty-three percent of Department Store / Mass Merchant reviews are 4 stars or above.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Review readers in the Department Store / Mass Merchant category experience average lift of 74% in page views per visit, 107% in time on site, 9% in repeat visits, 81% in conversion, 101% in revenue per visit, and 11% in Average Order Value.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
The average rating in the Apparel category is 4.28 out of 5 stars. Eighty-three percent of Apparel reviews are 4 stars or above.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Review readers in the Apparel category experience average lift of 93% in page views per visit, 130% in time on site, 9% in repeat visits, 178% in conversion, 201% in revenue per visit, and 9% in Average Order Value.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Visitors who read consumer packaged goods reviews have a 6 percent higher average order value than visitors who don’t read reviews.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Consumer packaged goods UGC has the highest average sentiment among industries with 4.68 out of 5. This is 11 percent above the cross-industry average.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
In a study of a major electronics retailer site of 30,000 monthly natural language search visitors, converted 60 percent more often, spent 50 percent more, and viewed 82 percent more pages than search visitors to other pages.
Bazaarvoice case study with major electronics retailer, June, 2012
84 percent of millennials say user-generated content has at least some influence on what they buy (compared to 70 percent of Boomers).
"Talking to Strangers: Millennials Trust People over Brands",
Bazaarvoice, January, 2012
Parents’ feedback contained language that was 81 percent positive; those who identify themselves as "not parents" had only 61 percent positive sentiment, with 31 percent neutral sentiment.
"The Conversation Index Vol. 4"
Bazaarvoice, June, 2012
Boomers also contribute 45 percent of the total online product opinions, falling exactly in line with the population.
"The Conversation Index Vol. 4"
Bazaarvoice, June, 2012
When we look at consumers aged 18 to 65, Baby Boomers still make up the largest age group at 42 percent. Millennials and Gen X make up 34 and 24 percent of the population, respectively.
"The Conversation Index Vol. 4"
Bazaarvoice, June, 2012
Before ever entering a store, 62% of Millennial shoppers already know what they want to buy through prior online research. Eighty-four percent of them say consumer-written content on brand sites influences what they buy.
"Social Trends Report 2013"
Bazaarvoice, July, 2013
40% of US smartphone owners compare prices on their mobile device while in-store shopping for an item.
Comscore, January, 2011
33% of consumers would never buy a small electronic item, such as a cell phone or music player, without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
40% of consumers would never buy or lease a car without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
73% of consumers say it would be important to read user-generated content before making a decision about purchasing food.
Kelton Research/Bazaarvoice, September, 2011
51% of consumers would never buy a large electronic item, such as a TV or computer, without reading at least one piece of user-generated content.
Kelton Research/Bazaarvoice, September, 2011
64% of consumers have made a first purchase from a brand because of a digital experience such as a web site, microsite, mobile coupon, or email. No other medium has so impacted the traditional marketing funnel.
Razorfish Digital Brand Experience Study, January, 2009
The average UK shopper spent £1,102 online in 2009, and the UK overall spent £38bn – more than any other European nation, accounting for almost a third of all online sales in Europe. Online shopping also made up 10% of all retail sales in the UK.
The Independent, February, 2010
For brand decisions, millennials are 262% more likely than average to be influenced by smartphone apps, 247% are more likely to be influenced by blogs or social networking, and 216% are more likely to be influenced by in-store touch screens.
"Millennial Shoppers: Tapping into the Next Growth Segment"
Times Trends research, June, 2012
Nearly two-thirds of consumers (61%) use search engines to help them in their product research decisions leading up to purchase.
Econsultancy, July, 2010
Over half (51%) of consumers are using the Internet before making a purchase in shops, educating themselves on the best deals available.
Verdict Research, May, 2009
By 2013, nearly 155 million US Internet users will consume some form of user-created content, up from almost 116 million in 2008.
eMarketer, January, 2009
Two or more channels are used by 78% of consumers to browse research and make purchases.
ATG, March, 2010
Most customer feedback comes from purchasers aged 35 to 65. But in-store buyers aged 19 to 24 are more likely to go online to give their feedback. The older the in-store shopper, the less likely to leave product feedback online.
"The Conversation Index Vol. 3"
Bazaarvoice, March, 2012
The average consumer today checks 10.4 information sources before buying.
"Social Trends Report 2012"
Bazaarvoice, June, 2012
Consumers who research across online, offline, and mobile channels spend 18-36% more than those who don’t.
"Social Trends Report 2012",
Bazaarvoice, June, 2012
Over half (58%) of millennials are even willing to pay higher prices when part of their spend goes to help causes they support.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
63% of millennials say that knowing a company is "mindful of its social responsibilities" makes them more likely to buy from its brands.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
Over half of millennials buy brands that reflect their style and personality.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
By 2017, millennials – currently in their mid-teens to mid-30s – will have more spending power than any generation. Their reliance on social disrupts all areas of business.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
Having "no way to get a specific question answered" tied "slow loading pages" as the most frequent issue consumers face when researching or buying online, with 44% of respondents encountering the problem at least somewhat frequently.
"How We Shop",
Econsultancy, January, 2010
Nearly two-thirds (64%) of the UK population have researched products/services online within the last 3 months.
European Commission, May, 2010
70% of Americans say they look at reviews before taking the next step to conversion.
"Zero Moment of Truth"
Google, January, 2013
When asked what sources "influence your decision to use or not use a particular company, brand or product" 71 percent claim reviews from family members or friends exert a "great deal" or "fair amount" of influence.
Harris Interactive, June, 2010
Over half of Millennials (consumers aged 18 to 34) trust the opinions of strangers online over those of friends and family.
"Social Trends Report 2012"
Bazaarvoice, June, 2012
Although men review consumer electronics more frequently, reviews authored by women are considered more helpful in the category
"The Conversation Index Vol. 6"
Bazaarvoice, January, 2014
Women are more positive reviewers than men. The average rating for female-written reviews was 4.43 out of 5, as compared to the male average of 4.32.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Women contribute 84% of UGC in CPG.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Women who buy something in a store rate it four to five stars 87% of the time. Men assign four or five stars to products 80% of the time. Research underscores that men find online shopping an effective way to avoid the hassle of in-store shopping.
"The Conversation Index Vol. 3"
Bazaarvoice, March, 2012
Women are more positive than men (giving ratings of 4.43 vs. 4.32 avg.).
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Women produce 60% of all user-generated content.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
CPG’s NPS is 65%, with 78% promoters and 14% detractors. Ninety percent of reviewers in this category input NPS.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Consumer Electronics’ NPS is 53%, with 64% promoters and 11% detractors. Ninety-one percent of reviewers in this category input NPS.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Department Store / Mass Merchant’s NPS is 56%, with 69% promoters and 13% detractors. Eighty-seven percent of reviewers in this category input NPS on the Bazaarvoice Network.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
Apparel’s NPS is 62%, with 73% promoters and 10% detractors. Ninety-two percent of reviewers in this category input NPS on the Bazaarvoice Network.
"The Connected Economy: Insights from the network "
Bazaarvoice, November, 2013
The vast majority of reviews are positive – 82% of products across the Bazaarvoice Network are rated four stars or higher.
Bazaarvoice Conversation Index, Vol. 6, January, 2014
The number of user-generated content creators will reach 114.5 million in 2013, up from 82.5 million in 2008. That will translate to 51.8% of US Internet users in 2013, up from 42.8% in 2008.
eMarketer, January, 2009
1 in 5 reviews contain "love
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
Reviews mentioning customer service have a 91% lower rating than average.
"The Conversation Index Vol. 1",
Bazaarvoice, September, 2011
Reviewers mention price more often when the Consumer Confidence Index and Dow Jones Industrial Average are low.
"The Conversation Index Vol. 1"
Bazaarvoice, September, 2011
51% of millennials say consumer opinions found on a company's web site have a greater impact on purchase decisions than recommendations from family and friends.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
73% of millennials think that other consumers care about their opinions more than companies do.
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
84% of millennials say user-generated content has at least some influence on what they buy (compared to 70% of Boomers).
"Talking to Strangers: Millennials Trust People over Brands"
Bazaarvoice, January, 2012
60% of Retailers use customer reviews; 55% say reviews are a priority in the coming year.
Shop.org, July, 2009
Rubbermaid found that, when they added reviews to their free-standing inserts (ads included in newspapers), conversion for the coupons increased by 10%.
"Rubbermaid Case Study"
Bazaarvoice, August, 2012
Most word of mouth is positive. Across all Bazaarvoice US clients, 80 percent of product ratings are 4 or 5 stars out of 5. Across all Bazaarvoice UK clients, 88 percent of product ratings are 4 or 5 stars out of 5.
"J Curve",
Bazaarvoice and Keller Fay, February, 2011
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