New Research Reveals Consumer Attitudes Towards Fake Content from Brands

London, January 2019 – Donald Trump might be fond of railing against fake news in his Twitterstorms but new research has revealed that UK shoppers may be a little more forgiving.

A new survey carried out by market research agency, Yolo Communications polled UK adults and asked them what their reaction would be to brands found to post fake content. Just over a third of consumers (33%) said they would speak negatively about a brand but only 21% would delete the brand’s app and just 16% would unfollow on social media. While 18% say they would take no action at all, over half (61%) would stop shopping with that brand.

Males were less forgiving overall, with 63% saying they wouldn’t buy from that brand again, compared with 60% of women. Men were also more likely to speak negatively about that brand (36% versus just 30% of women) although women were slightly more likely to unfollow on social media.

When it comes to the single most important deciding factor, half of consumers said brand quality is key, while just 10% said trustworthiness was the most important attribute when deciding which brand to buy from.

It should come as no surprise to hear that prices are a factor for many shoppers, but Yolo Communications research reveals that cost is a major consideration for many with 75% of consumers saying having a good price will impact on which brands they use in 2019. Having a good retail experience (28%) and strong environmental policies (21%) could also sway shoppers to buy from a particular brand.

Nik Harta, Founder & Managing Director of Yolo Communications said, “Our research shed some interesting light on the impact of fake content. The findings highlight the need for brands to invest in researching their consumers and the importance of understanding their behaviour and what influences their decisions, especially if a brand makes a misstep with its content.

“It’s really clear from our research that consumers believe in quality products from authentic brands and if trust is lost, the consequences can prove to be financially damaging and potentially irreversible. The insight gained from listening to consumers provides strong foundations to develop marketing strategies, enhance communications and improve engagement.”

Yolo Communication surveyed 2,009 UK consumers, aged 18+.

New Research Reveals Consumer Attitudes Towards Fake Content from Brands
New Research Reveals Consumer Attitudes Towards Fake Content from Brands

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