2024 Study: The Impact of Digital Platforms on Consumers’ Behaviour

For the third consecutive year, Partoo unveils its study on the influence of online reviews on the purchasing behaviour of European consumers.

Conducted from the responses of a sample of more than 1017 participants aged 18 to 64, this study closely analyses the usage and consumption habits of European consumers in 2024.

The goal is to provide you with a multitude of information for a better understanding of your customers and the improvement of your web-to-store strategy. Discover how these trends have evolved since last year!

For this edition, we have also asked the participants about the role of messaging tools in the purchasing journey. Exclusive insights that we share with you in this study!

📩 Download the 2024 edition

In the agenda of our research

Among the essential criteria on which this study is based, we include:

  1. The impact of reviews on the decision to visit a point of sale
  2. How often customers reviews are consulted
  3. What reviews are preferred by Internet users
  4. The impact of negative reviews on e-reputation and how to manage them
  5. Good practices to collect more reviews
  6. Most used review platforms
  7. Selection criteria and importance of reviews
  8. The impact of reviews on businesses conversion rates

In this exclusive report, we reveal how consumers really use online reviews, as well as the trends that have evolved from 2023.

Nowadays, consumers aspire to make informed choices. They rely on reviews to guide their decisions and are increasingly demanding. Neglecting them, or not integrating them adequately into your strategy, would be a strategic mistake that you should avoid at all costs.

Deepen your understanding of your potential customers while identifying the essential actions to strengthen your online reputation and meet the expectations of internet users.

Methodology

This study was conducted in 2024 in partnership with the specialised institute Episto on a sample of 1017 European respondents aged 18 to 64 years. It was also enriched with new questions compared to the previous edition. These additions are necessary to accurately reflect the evolution of consumer behaviour.

This study was conducted in 2024 in partnership with the specialised institute Episto on a sample of 1017 European respondents aged 18 to 64 years. It was also enriched with new questions compared to the previous edition. These additions are necessary to accurately reflect the evolution of consumer behaviour.

Overview of key results

Here is an overview of the significant results from our consumer study:

  • 87% of users prefer Google as their favourite platform for conducting a local search
  • 66% of European consumers state that the photos of a point of sale play an important role in their decision to visit it, an increase of +8% in 2023
  • When messaging with a point of sale, 39% of consumers want a response in under 5h, compared to an average of 9h
  • 53% of panelists declare that they would be inclined to make a purchase after a positive interaction with a brand via message

Do you have questions or need assistance with managing your business’s e-reputation? Do not hesitate to contact us to benefit from the advice of our experts!

Whether it’s to understand the results of this study in relation to your activity or to develop effective online reputation management strategies, we are here to support you.

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By Beatriz Sierra Sanchez

Translation Project Manager

Beatriz has a degree in Translation and Interpreting and manages the translation department at Partoo. She ensures that all content is not only well translated but also adapted to each country.
Beatriz has a degree in Translation and Interpreting and manages the translation department at Partoo. She ensures that all content is not only well translated but also adapted to each country.

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