• by Jack Loechner , Staff Writer @mp_research, April 1, 2014

According to a new study from inPowered and conducted by Nielsen, consumers rely on credible, third-party content more than branded content or user reviews when making decisions. (credible: third-party articles & reviews).

Several key findings from the research indicate that the credibility and unbiased nature of the content was critical for consumers:

• 85% of consumers regularly or occasionally seek out trusted expert content (credible, third-party articles & reviews) when considering a purchase
• 69% of consumers like to read product reviews written by trusted experts before making a purchase
• 67% of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing

The study, to determine which type of content was most impactful across the different stages of the consumer purchase process, and to help marketers identify the most effective blend of content types to effectively inform consumers, showed that expert content, articles from credible journalists, was the only content type to exhibit a strong lift in all 3 areas of the purchase cycle. It provided the most familiarity lift for 7 out of the 9 products, the most affinity lift for 5 of the 9 products, and the most purchase intent lift for 6 of the 9 products. 

On average, expert content lifted brand familiarity 88% more than branded content and 50% more than user reviews; it lifted brand affinity 50% more than branded content and 20% more than user reviews; and it lifted purchase intent 38% more than branded content and 83% more than user reviews.

According to the report, here were certain categories where either branded or user-generated content had even greater lift than trusted content from journalists. For example, when it comes to home appliances, many consumers just want to see the spec of the appliance, and they trust the brand’s own content is the best source for accurate specs. And in gaming, most gamers value other gamers’ reviews because they view their fellow gamers as experts in that field.

 Peyman Nilforoush, co-founder and CEO of inPowered, concludes by noting that “… this isn’t about disproving any particular type of content… (but) about identifying… effective blend of content types to help… educate and inform consumers.”

For more information about details of the study formulation and design parameters, as well as a free download of the complete study, please visit inPowered here.