Vancouver, British Columbia–(BUSINESS WIRE)–A survey conducted by TELUS International, a digital customer experience (CX) innovator that designs, builds and delivers next-generation solutions, including AI and content moderation, for global brands and disruptive, said consumers around the world are most influenced by digital channels when making purchasing decisions.

Social media ads and online reviews carry significant weight with consumers

According to 4,000 respondents in the US, UK, Ireland, Germany and France, almost three-quarters (74%) of respondents are influenced by social media ads and the majority (71 %) of respondents worldwide have made at least one purchase. of a social media ad in the last 12 months. Of this group, 35% of respondents made one to two purchases, 23% made three to five purchases and 13% made more than five purchases.

When it comes to the influence of online reviews, almost all respondents (88%) from the five countries surveyed agreed that they check online reviews from time to time before buying a product, and 41% between them said they always do. Respondents around the world also indicated that negative reviews impact their purchase decisions 88% of the time, on par with positive reviews (89%). The survey also revealed the most popular channels. Globally, it was Google Reviews (58%). Second choice of respondents; however, depended on where they lived. In the US, UK and Germany it was YouTube (37%), while in Ireland and France they preferred Facebook (34%).

“This global consumer survey data demonstrates that not only do brands need to have a strong digital presence if they want to attract customers and drive purchases, but they need to ensure they have a strategy and resources in place. to constantly review their ad placements and the content being created across all of their channels, including videos, images and audio clips,” said Brian Hannon, Senior Vice President, Commercial and Global Head of Technology, TELUS International “In today’s age of rapid clicks and link-to-link travel, brands typically only have one chance to make a first impression on consumers. If they are exposed to false or inappropriate content on a brand’s site or if one of their ads is shown alongside offensive or disturbing content, chances are you’ll never see them again. nt so high.

Protecting customers from falsified or inappropriate content is paramount

Ensuring that customers have a safe experience should be a priority. With the increase in the use of social media and online reviews comes an increase in false, inappropriate or offensive user-generated content (UGC). Respondents in the US are more likely to speak ill of a brand when exposed to inappropriate or offensive UGC (35%), and this result is the same for all respondents in Europe (average of 29%).

“A robust content moderation strategy, which could include engagement of an external partner with industry experience, knowledge of the regulatory landscape, technology capabilities, and qualified moderators, is imperative to providing a content moderation experience. engaging, safe and trustworthy brand,” continues Hannon. “Brands that make the right investments will stand out from their competition and create lasting impressions that translate into customer loyalty and incremental sales.”

TELUS International delivers human-centric digital customer experiences, including AI content and data moderation solutions, to the world’s leading brands to deliver seamless, personalized customer journeys that improve customer loyalty. the brand. For more information: telusinternational.com.

About TELUS International

TELUS International (NYSE and TSX: TIXT) designs, builds and delivers next-generation digital solutions to improve customer experience (CX) for global and disruptive brands. The company’s services support the full lifecycle of its customers’ digital transformation journeys, enabling them to adopt next-generation digital technologies faster to achieve better business outcomes. TELUS International’s integrated solutions span digital strategy, innovation, consulting and design, IT lifecycle including managed solutions, intelligent automation and end-to-end AI data solutions, including computer vision capabilities, as well as omnichannel CX and trust and security solutions, including content moderation. Powering all stages of business growth, TELUS International partners with brands in high-growth verticals, including technology and gaming, communications and media, e-commerce and fintech, banking, financial services and insurance, health care, travel and hospitality.

TELUS International’s unique caring culture promotes diversity and inclusiveness through its policies, team member resource groups and workshops, and equal opportunity hiring practices employment in the regions where it operates. Since 2007, the company has positively impacted the lives of over one million citizens around the world, building stronger communities and helping those in need through large-scale volunteer events. scale and charitable donations. Five global TELUS Community Boards have provided $4.7 million in funding to local charities since 2011.