Frequency of Reading Q&A
When it’s available, 99% of consumers read Q&A content at least occasionally. 74% do so always or regularly.
Of note, younger shoppers are more likely than their older counterparts to indicate they always read Q&A.
In addition, men are more likely than women to say they always read Q&A.
Q&A vs Ratings and Reviews: Each Have Their Place in the Purchase Journey
Q&A is popular among consumers. We know from previous research that ratings and reviews are popular among consumers, too. So, are consumers choosing one type of content over the other?
In the vast majority of cases, no. 97% of consumers who read Q&A content say they do so in addition to ratings and reviews. A mere 3% of consumers read Q&A instead of ratings and reviews.
Section Summary: For Online Shoppers, Q&A is the Essential Complement to Ratings and Reviews
Previous research tells us that most shoppers read ratings and reviews. Our latest survey proves that they depend on Q&A too. In fact, most consumers read both types of user-generated content (UGC).
Q&A and ratings and reviews each have a role to play in the purchase journey. If you already have ratings and reviews on your product pages, it’s time to add Q&A. Incorporating both types of content on your product pages is an effective way to drive traffic, customer engagement, and conversion.