The Importance of User Reviews

Emarketer on “Online Buyers Seek Out User Reviews” is a great read.  There is a LOT more in the article than reported below.

PowerReviews and the e-tailing group found that nearly nine out of 10 US online buyers surveyed in February 2008 read customer reviews at least “some of the time” before making a purchase.

Some items that caught my eye:

  • Evidence that 4 reviews minimum is optimal
  • Nearly two-thirds of consumers surveyed said they wanted user ratings and reviews. About six out of 10 were more focused on prices, and wanted special offers or coupons and product or price comparison tools.
  • An October 2007 Avenue A | Razorfish study of US online shoppers found that more than one-half of those surveyed read user reviews as part of their product research.
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