A new study by Bazaarvoice has shown Australian consumers are much more concerned about user-generated content (UGC) than their global counterparts and are looking to brands and government to do something out it.

The study, which surveyed over 1,000 Australian shoppers, 8,000 global shoppers, and 415 brands, including 52 Australian ones, revealed fake reviews to be of significant concern to consumers, impacting shopping habits and prompting calls for action from brands and the government.

According to the Australian figures, 78% of online shoppers are concerned about fake reviews, compared to 75% globally. Nearly eight in 10 are also concerned about fake images, 76% are concerned about fake video, 66% are concerned about fake questions and 72% about fake social media content. These figures were all higher than global results.

Furthermore, 43% expressed some level of distrust or complete lack of trust in influencers. Of the Australian respondents, 100% shop online at least once a month, with the most common purchases being clothing and accessories (65%), followed by groceries (43%) and electronics (42%).

In addition, 64% of respondents believe the government should step in to combat fraudulent content. However, a surprising 77% of brands and retailers do not use any fraud detection software for transactional fraud. Despite this, 97% of brands and retailers rate the importance of maintaining online content authenticity as high.

The study also revealed over two-thirds of brands and retailers would consider adding trust signals to each rating and review. Over 65% of consumers would trust a 'trust signal' that shows if UGC has been verified by an independent third party.

Bazaarvoice CMO, Zarina Lam Stanford, emphasised the importance of authenticity in UGC.

"This study underscores the absolute necessity of user-generated content (UGC) being authentic. Brands and retailers need to ensure that their customers trust the content they consume online," Stanford said. "If shoppers can’t trust UGC, it loses all of its value, and companies will lose out on sales."

VP of Research at IDC Retail Insights, Andy Chakravarty, expressed concern over the impact of fake reviews on the online retail landscape.

"Fake reviews undermine confidence in online content, dissuading shoppers and negatively impacting the online sales of brands and retailers," he commented. "Validating authenticity of product reviews improves the customer experience, giving shoppers peace of mind as they make informed purchasing decisions.”