Choose speciality channel:   Choose sector channel:     Search the site

Consumer Research


Consumers rate online product reviews

Consumers rate online product reviews

Over two thirds of online researchers rate product ratings and reviews the most helpful feature when researching products to buy online or on the high street, while 97% are willing to trust online reviews, a new consumer shopping habits study has revealed

UK consumers find online product ratings and reviews the most helpful feature when deciding to make a purchase, a new study from Jupiter Research and social commerce technology company Bazaarvoice has found.

Over two thirds of online users surveyed – 70% - said they found product ratings and reviews the most helpful feature when researching online to purchase from either an e-tailer or high street shop. Product comparison tools, images and themed product categories such as top rated or most popular pooled 57%, 51% and 19% respectively. Respondents were asked to select their top three most helpful sources from ten categories.

65% of online users research products online before buying online, and 56% research products on the web and then purchase on the high street.

Jupiter Research and Bazaarvoice conducted the online survey to gain insights into user generated content and how it influences consumers’ shopping habits.

Trust in online reviews was found to be at its greatest when reviewers told both sides of the story. 56% agreed with this when the pros and cons of specific product attributes were included. Almost half (49%) trusted reviews the most when writers left positive and negative comments about a product.

Those questioned chose three of eight features that helped them to trust online reviews. Overall, 97% of online researchers are willing to trust online reviews.

“UK consumers’ high demand for rating and review content along with other findings in this research aligns with what we have consistently seen in the US,” said Sam Decker, Chief Marketing Officer at Bazaarvoice.

“This research also clearly shows that consumers want authentic, balanced feedback, and that in the main they feel ratings and reviews are trustworthy. 2008 will signal a big change for online retailers in the UK as they listen to what consumers want and allow them to influence each others’ purchase decisions.”

The study also revealed that online customer reviews are five times more influential than TV adverts to online users when they are contemplating purchase decisions.

Over half (53%) of respondents rated customer reviews as the most helpful source when gathering product quality and performance information, as compared to other resources, such as friends’ recommendations or ads.

For example, only 11% of online users cited TV adverts as the most helpful source. Recommendations from friends came second after customer reviews– just under half (47%) said they valued these the most. 4% said magazine and radio adverts were a major influence when deciding what to buy. Again, those surveyed were asked to select up to three sources.

Jupiter Research and Bazaarvoice’s survey of 1,000 online shoppers was carried out from 12-19 December 2007.

order abortion pill online abortion pill misoprostol abortion
discount prescriptions coupons printable coupons for cialis
side effects of abortion pill abortion clinics in indianapolis
tudorza patient assistance generic name for bystolic
cialis discounts coupons site pet prescription discount card
prescription discount coupons drug coupon card coupons for drugs
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
viagra kamagra viagra 100mg viagra
nexium 20 open nexium 20
cyklokapron wiki go cyklokapron
lilly coupons for cialis discount prescription drug card free prescription cards
microlite pill when to start microlite pill weight loss microlite pill when to start

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.