UK Consumers Want and Trust Online Reviews

• Posted: Thursday, February 21, 2008
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• Author: pradhana
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• Filed under: Miscellaneous

UK consumers want product reviews and generally trust them when shopping for products online, according to a JupiterResearch and Bazaarvoice survey conducted during December 2007.

Product reviews were cited by 70% of respondents as the Web site feature most helpful for researching products online. Product comparison tools and images were the next most helpful features, cited by 57% and 51% of respondents, respectively.

However, trust in customer reviews online was highest only when the pros and cons of a product were given, or when both positive and negative reviews were shown.

Compared with TV advertisements, the study found that consumer reviews online were five times as influential for getting product quality and performance information.

More than half the respondents cited reviews as the most helpful features, compared with only 11% for TV ads. Recommendations from a friend were a close second with 47. [eMarketer]

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