Bazaarvoice: Consumer Experience Index 2025

Bazaarvoice released its 2025 Consumer Experience Index. Marketers continue to grow their influencer budgets as they look for consumer purchase options. However, consumers value authentic reviews more than any other influencer content.

The survey of more than 8,000 consumers in seven markets – the U.S., U.K., France, Germany, Canada, Australia and India – found that the top factor influencing respondents’ purchasing decisions regarding creator/influencer content is honest reviews of the pros and cons, with 57% of consumers citing this as the top factor.

Honest reviews are more important to consumers than detailed product information and specifications (45%) and a demonstration of the product’s use (40%).

Notably, 19% of consumers appear to take note of any disclosure of sponsorship or brand relationships when considering influencer content. However, this is a more significant factor for younger consumers, with 28% and 26% of 18-24 and 25-34 year olds, respectively, citing this as having an influence on their purchasing decisions.

Meanwhile, it’s not just influencers who are influential: User-generated content (UGC) also plays a key role in the purchase process, especially for younger shoppers. 65% of respondents believe UGC is important, rising to 80% for those aged 18-24 and 76% for those aged 25-34.

In fact, when researching products, nearly half of respondents (47%) place more weight on user reviews on a retailer’s website than other content, including product demonstration videos, brand-generated content on social media, and posts from influencers on social media.

Other findings

88% of consumers expect a seamless shopping experience across channels (online, in-store, mobile).

Consumers use social media at every touchpoint in their shopping journey, from discovery to consideration to purchase.

Interactive content will grow significantly, increasing by 54% in 2024.

8 in 10 consumers consider user-generated content and creator content to be an important part of the purchasing process.

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