Online shoppers swayed by user reviews
- Added:
- Jan 31, 2008
British consumers trust online recommendations and reviews more than any other advice, according to research from Avail Intelligence.
69% of those surveyed trust user recommendations – and 61% have even made purchases entirely based on them. Over half of those surveyed (56%) appreciate the unbiased nature of user-generated feedback, while almost a quarter (24%) find star ratings useful.
Avail Intelligence carried out the Trust Index research to gauge the power of user-generated feedback on UK consumers. The results suggest that online customer communities could force marketers to rethink their strategies, according to the company.
“Consumers are no longer as susceptible to corporate spin as they once were. The rise in online communities means that customers themselves can have their say,” explained Dr Rolf Elmér, CEO, Avail Intelligence. “Our study shows that online shoppers demand more transparency than ever before and expect to take guidance from the community.”
The fact that over half of respondents (52%) chose Amazon as their most trusted site is also significant, according to Elmér, as it is a space where users frequently swap reviews and recommendations.
“This study speaks volumes about the needs of today’s consumer,” he said. “The power of user-generated feedback has never been stronger, as customers continue to converse with each other online. The sooner marketers realise this, the better.”
http://www.avail.net