90% of customers report that product videos help them make purchasing decisions.

Brands often pay influencers to peddle products—and the women surveyed weren’t naïve to that fact. Still, they find the notion of hyping products for money off-putting. While 42 percent said they would purchase a product that a company paid an influencer to promote, another 43 percent said they were unsure, and 15 percent said they would not.