When Muhammad Jawad bought a new smartphone case, he didn’t just scan the product specs—he went straight to YouTube. Like millions of shoppers, he wanted to see how the product felt in hand, how it held up to drops, and whether the color matched the photos. That instinct sparked a research question: When do video reviews actually influence buyers? His findings, co-authored with Raquel Benbunan-Fich of the City University of New York and published in Decision Support Systems, reveal a subtle but powerful truth about modern shopping: the timing of a video review can make or break a sale.
As of late 2024, 62% of Americans use TikTok to view product reviews, up from 55% who watched online reviews a decade ago, according to Pew Research. With digital content shaping more purchasing decisions, understanding how and when reviews influence buyers has become critical—not just for consumers, but for retailers and influencers alike. Jawad’s study zeroes in on that moment of decision, testing how review format affects choices at different stages of the shopping journey.
In a controlled experiment with 120 undergraduate students, participants were asked to choose a smartphone case as a hypothetical gift. They first narrowed eight options down to two—simulating an initial product search—then made a final selection. One group watched video reviews during the broad search phase and read text reviews before deciding; the other group did the reverse. The results were striking. Those who used text reviews early and video reviews late showed 18% stronger purchase intent, rated the reviews 9% higher in quality, and engaged 16% more deeply with the content.
The reason? Text is better for comparison. It allows shoppers to scan features, pros, and cons across multiple products quickly. But video excels in the final stretch—offering sensory, experiential proof that a product works as promised. "They were much more likely to go ahead with the purchases, because the reviews were in the right stages: text first, videos later," Jawad explains. This "format–stage fit" creates a more cohesive decision-making experience, where each type of review plays to its strengths.
Already, Amazon has begun placing video reviews on product detail pages—right where shoppers make their final call. Jawad’s research suggests this isn’t just good design; it’s science-backed strategy. For e-commerce platforms and content creators, the message is clear: save the video for when it matters most. As digital shopping grows more immersive, aligning content with consumer psychology could be the key to turning interest into action.
The next time you’re scrolling through reviews, notice when the videos appear. If they come at the end, someone’s likely already done the research—and gotten it right.