More Proof That Online Reputation Matters in 2013 and Beyond

28 January 2013
  • A highly-rated product will increase the  likelihood of purchase for 55% of consumers.

Econsultancy – July 2010

  • 45% say they are influenced a fair amount or a great deal by reviews on social sites from people they follow (46% say reviews in newspaper or magazine influence them.)

Harris Poll – April 2010

  • 70% consult reviews or ratings before purchasing.

BusinessWeek – October 2008

  • 97% of UK consumers are willing to trust online reviews, and over two thirds rated product ratings and reviews as the most helpful feature when researching products to buy online or on the high street. – August 2009

  • 75% of the reviews posted on review websites are positive.

Whose View – June 2009

  • 57% of shoppers trust customer reviews as a research source along with other corroborating information, but 35% question whether they are biased.

PowerReviews – April 2010

  • 41% of respondents said they read between four and seven reviews in 2010 before they felt comfortable with a purchase.

PowerReviews – April 2010

  • 30% conduct just a few hours of research prior to making a purchase decision, while 60% conduct research for a week or more.

PowerReviews – April 2010

  • Studies show reviews will influence 83% of all holiday shoppers this year. – October 2010

  • 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.

CompUSA and an iPerception – June 2010

  • 71% of online shoppers read reviews, making it the most widely read consumer-generated content.

Forrester – January 2010

  • 77% of online shoppers use reviews and ratings when purchasing.

Jupiter Research – August 2006

  • 90% of unhappy clients will not do business with the same company again.

Rate Point – January 2010

  • 95% of unhappy customers will return if an issue is resolved quickly and efficiently.

National Association of Retail Marketing Services – January 2010

  • Reviews drive 21% higher purchase satisfaction and 18% higher loyalty.

Foresee Results Study – January 2007

  • 92% deemed customer reviews as “extremely” or “very” helpful.

eTailing Group – January 2010

  • Among first-time buyers on review-equipped sites, 42% said they were the primary factor.

Foresee Results Study – January 2010

  • 86.9% of respondents said they would trust a friend’s recommendation over a review by a critic, while 83.8% said they would trust user reviews over a critic.

MarketingSherpa – January 2010

  • 68% of consumers trust “people like me” first for product advice.

Edelman Trust Barometer – January 2010

  • Research, found only 26% of the 137 top retailers surveyed offered customer ratings and reviews, but 96% of them ranked customer ratings and reviews as an effective or very effective tactic at driving conversion.

Forrester – January 2010

  • 92.5% of adults said they regularly or occasionally research products online before buying them in a store.

BIGresearch – January 2010

  • 62% named Web sites with user reviews as their top choice, even beating out a knowledgeable friend (59%).

Marketing Sherpa – July 2003

  • 70% of online consumers said they use the Internet to research everyday grocery products.

Prospectiv – January 2008

  • According to a survey of 2,445 US online consumers, 82% considered user-generated reviews “extremely valuable or valuable.”

North American Technographics Retail Online Survey Q3 – January 2008

  • 71 percent agreeing that consumer reviews make them more comfortable that they are buying the right product.

Nielsen Online HOliday Survey – December 2008

  • 41% of Europeans claim to have changed their mind about what brand to buy as a result of researching choices online.

Mediascope Europe – November 2008

  • As of October 2008, almost half of US online adults read ratings and reviews at least once a month, and 19% post them.

Forrester – October 2008

  • 31% of reviewers contribute to social shopping sites to feel like part of a community.

digital buzz – March 2010

  • Traffic to the top 10 review sites grew on average 158% last year. – January 2010

  • Ratings and Reviews is the second most important site feature behind search.

Jupiter Research – January 2010

  • Customer Reviews create 74% increase in product conversion.

PowerReviews – June 2009

  • Customer Reviews have a 10% increase in product page views within just 2 days of launching reviews.

PowerReviews – March 2009

  • Customer Reviews have a 15% increase in product page views within 30 days.

PowerReviews – March 2009

  • Customer Reviews have a 14% increase in conversion 30 days after launching reviews.

PowerReviews – March 2009

  • When asked how much they would be willing to pay for a service based on the quality of the service, consumers were willing to pay up to 99% more for an Excellent (5 star) rating than for a Good (4 star rating), depending on the product category.

Kelsey Group – October 2007

  • 70% of Americans now say they look at product reviews before making a purchase.

Google, Zero Moment of Turth – March 2011



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