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BizReport : Internet : July 25, 2016

Just 6% of consumers always leave a review

Reviews... most consumers love to consult them, but few like to write them, according to new research from AYTM Market Research.

by Helen Leggatt

There is little doubt about the value of reviews to consumers researching purchases. From travel to restaurants, kids toys to back to school purchases, consumers rely on the reviews of others - strangers and those known to them - to help them decide on which products to buy.

Seven out of 10 consumers said that they regularly check reviews before purchasing technology products, while 46% check reviews for home items, 40% check reviews for restaurants and hotels or travel businesses and 35% check them before buying clothing or accessories.

AYTM's research found that about half of Internet users always (20%), or most of the time (29.5%), rely on online reviews during the decision-making process. Few never check online reviews (10%).

However, when it comes to writing a review on which others might rely, few do so. Just 6% of the 1,000 respondents to AYTM's online review survey said that they always leave online reviews after making a purchase, while 15% said they leave reviews most of the time and quarter (24%) do so about half the time. However, a third (35%) said that they rarely leave reviews after making purchases and 20% never do.

Marketers can prominently display reviews on their homepages and product pages, whilst also encouraging previous customers to leave a review with discounts and promotions to motivate engagement.

Tags: ecommerce, research, reviews

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