Online Buyers Seek Out User Reviews

• Posted: Thursday, February 21, 2008
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• Author: pradhana

Taking advice from strangers.

Getting objective opinions has never been easier for consumers. If they don't personally know someone who has used a product or service, they can go online for the thoughts and experiences of millions.

Most online buyers do just that. PowerReviews and the e-tailing group found that nearly nine out of 10 US online buyers surveyed in February 2008 read customer reviews at least "some of the time" before making a purchase.

"This survey highlights the reception that reviews are receiving throughout the merchant world and how retailers are leveraging online review technology," said Jay Shaffer, vice president of marketing at PowerReviews.

Respondents checked a fairly large number of reviews before making their purchasing decisions. Nearly seven out of 10 online buyers surveyed said they checked at least four reviews before spending their money.

The PowerReviews findings agree with other studies on user reviews. Reviews were the most-desired Web functions for US Internet users questioned in the third quarter of 2007 for Forrester Research's "North American Technographics Customer Experience, Marketing and Consumer Technology Online Survey, Q3 2007" report.

Read more - eMarketer

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