Consumers rely heavily on review/evaluation sites

According to the findings of a recent survey by Opinion Research Corporation, search engines are still the preferred tool for researching products and services online. However, product reviews and evaluations pack more purchase decision punch.

by Helen Leggatt

opinion%20research%20corp%20logo.gif When consumers are researching a product or service online, 61% are most likely to turn to search engines, blogs and review sites found Opinion Research Corporation.

“Businesses today exist in an era in which it’s nearly impossible to escape the likelihood of being evaluated...there’s nowhere to hide,” said Linda Shea, SVP and Global Managing Director of Customer Strategies for Opinion Research Corporation.

The most researched product and service categories were:

Travel/Recreation/Leisure 82%
Electronic goods 80%
Household products/services 66%
Clothing 55%
Automotive 55%
Personal care 40%
Food 24%

So what sort of impact do review and evaluation sites have over a consumer’s purchasing decision? A huge one, according to Opinion Research Corporation.

Their findings showed that 83% said “online product evaluations and reviews had at least some level of influence on their purchasing decisions.”

Online opinions are used by consumers at varying times during their decision making process – 38% consult them at the start of the process, 27% after they have narrowed down their research to two or three items and 21% rely on reviews and evaluations to assure themselves of their decision to purchase a particular item.