Bazaarvoice: fake reviews worry consumers with three-fifths in global study expecting brands to fix it

Fake content undermines global consumers’ confidence and willingness to shop online, with 63% in a survey of 8,000 in the US, UK, Germany, France, Australia, and Canada, citing it as a major concern that retailers need to fix.

Carried out by Savanta last quarter, on behalf of Bazaarvoice, the study also revealed 49% think governments should solve the issue, while 36% favour third-party experts.

The results emanate from the customers of 400 global brands and show that fake reviews weigh heavily on people’s minds when they are shopping. They want action to make them feel confident the content they’re consuming online is real and to persuade them to buy.

“This study underscores the absolute necessity of user-generated content (UGC) being authentic,” said Zarina Lam Stanford, chief marketing officer (CMO) at the sponsoring Bazaarvoice. which is a US software provider that enables brands and retailers to collect and display several types of UCG on their e-commerce websites, with authentication marks also available. “Brands and retailers need to ensure that their customers trust the content they consume online. If shoppers can’t trust UGC, it loses all its value, and companies will lose out on sales.” 

Other highlights of the extensive survey include:

• Consumers are concerned about all types of fake UGC: 75% are concerned about fake reviews, 69% are concerned about fake images, 68% are concerned about fake videos, while 66% are concerned about fake questions and answers and 69% are worried about fake social media content. They expect brands to take care of ensuring authenticity. 

• Consumers do work themselves to verify online stores, but don’t want to: Using trusted online shopping platforms is how 63% of respondents avoid their fears about fake reviews, with 58% researching brands online before any purchase. Checking for secure website indicators, such as a padlock symbol is favoured by 51%, while 46% trust recommendations from a friend or family member.
  —- Customer reviews are read by 47% of global consumers, but that won’t necessarily equate to action unless the brand and/or retailer reassures them about their authenticity.   

• Consumers trust third-party authenticators: When asked if they would trust a third-party authentication provider to verify the trustworthiness of content, 70% agreed they would. This falls to 47% if the website or content generator itself were to verify their own content.

• Consumers want trustworthiness symbols: When asked if they would have confidence in a ‘trust signal’, such as a padlock, checkmark or other symbol verified by a third-party, 73% of the survey respondents said they would. Almost as many (66%) said the same about a trust signal for social media content, and 60% said the same about influencer content. 

• Brands are interested in trust signals: 78% of the 400 brands involved in the global survey said they would consider adding one to verify their online ratings and reviews, with 73% saying the same about shopper photos, and 71% keen to verify shopper videos.

Interestingly, brands think they are on top of the problem, but the worries revealed by consumers show that there is no room for complacency.   

• Brands think they’re on top of fake content concerns: 94% of the 400 brands and retailers that responded to the survey said that they rate the importance of maintaining online content authenticity in e-commerce business as high. The majority (76%) are confident in their current strategies and tools for detecting and preventing fraudulent or counterfeit content within their online channels. Regardless, it is clear consumers want them to do more so this must be an ongoing priority area for the industry.

As Andy Chakravarty, VP of Research at IDC Retail Insights, said when commentating on the findings: “Fake reviews undermine confidence in online content, dissuading shoppers and negatively impacting the online sales of brands and retailers.” That is why action is needed to validate the authenticity of product reviews. “This will improve the customer experience (CX) and give shoppers peace of mind as they make better informed purchasing decisions.”