10 March 2008
A consumer shopping habits study has revealed that more than two thirds of shoppers say that product ratings and reviews are the most helpful features when researching what products to buy online or the high street. The study revealed that 97% of consumers are willing to trust online reviews.
Jupiter Research and Bazaarvoice carried out the research, and claim that trust in online reviews was at its greatest when reviewers told both sides of the story, with 56% agreeing with the pros and cons of the product reviews they read.
Chief marketing officer at Bazaarvoice, Sam Decker comments:
UK consumers’ high demand for rating and review content along with other findings in this research aligns us with the US. This research also clearly shows that consumers want authentic, balanced feedback, and that in the main they feel ratings and reviews are trustworthy. This year 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’ purchasing decisions.
Keep up to date with industry and Nomensa news by signing up to Nomensa newsletters.
