We were taught at a young age not to talk to strangers… Nevertheless, according to a recent eMarketer article, before we hit “add to cart” we sure want to know what others have to say.
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.
Nearly two-thirds of consumers surveyed said they wanted user ratings and reviews.
An October 2007 Avenue A | Razorfish study of US online shoppers found that more than one-half of those surveyed read user reviews as part of their product research.
For more on the Search Engine Optimization benefits of customer-generated content check out SEO & Social Shopping
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