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Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews.
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81% of online holiday shoppers read online customer reviews
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86% of consumers read online business reviews before making purchasing decisions; 90% of whom say they trust these reviews.
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When asked what sources of information they are "very likely" to consult before making a decision about their entertainment options, 62% named Web sites with user reviews as their top choice, even beating out a knowledgeable friend (59%).
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Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, thus amplifying their impact.
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As of October 2008, almost half of US online adults read ratings and reviews at least once a month, and 19% post them. Nearly twice as many read reviews compared with 2007.
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19% of US online adults post ratings and reviews at least once a month.
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49% of shoppers intend to do their holiday gift buying online (versus in-store)
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72% of consumers who are planning to research products online prior to purchasing (vs. 65% in 2007).
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74% agree-including 14% who strongly agree-that they choose companies and brands based on what others say online about their customer service experiences, the survey shows.
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58.7% of shoppers said they used product reviews to make decisions. Reviews rated higher than clearance sale pages (56.4%) and featured sale pages (51.3%).
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People who read a review were 30% more likely to purchase a product and visitors who wrote a review were 80% more likely to convert.
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Among the 46% of respondents who had posted or planned to post reviews about their online shopping experience, 88% said those reviews either were, or would be positive.
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More than eight in ten (82%) of those who read reviews said that their purchasing decisions have been directly influenced by those reviews.
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55% of surveyed Internet users consulted other people's opinions online, making reviews the #1 resource for product research.
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In a study of 2,000 shoppers, 92% deemed customer reviews as "extremely" or "very" helpful.
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59% of their users considered customer reviews to be more valuable than expert reviews.
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63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.
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81% consider the availability of customer reviews to be "very important" (33%)"somewhat important" (48%).
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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.
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84% of consumers earning more than $150,000 annually visit sites where customers review and rate products and services including restaurants.
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71% of UK online shoppers seek out ratings and reviews.
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70% of online consumers said they use the Internet to research everyday grocery products.
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67% of UK consumers research products via the Internet before shopping in a store.
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91% of millionaires say they always or often look at reviews before buying luxury goods; 68% of ultra-affluent shoppers use consumer reviews.
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Mobile user-generated content will generate $5.7 billion worldwide in 2012, up from $576 million in 2007.
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Satisfaction for those who recalled customer reviews on the retailers' site is 10% higher than those who said there were no reviews offered.
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7% higher likelihood to purchase online
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8% greater likelihood to purchase from the retailer next time they're buying similar merchandise
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11% greater likelihood to recommend the site to others.
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83% of shoppers said online product evaluations and reviews influenced their purchasing decisions.
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In an online survey of 4,000 consumers, 70% said they had done internet research on "everyday grocery products," and 63% said they had done so for health and beauty products.
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57.2% of U.S. toy purchasers are influenced by product reviews online.
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