RSS feed Get our RSS feed

News by Topic

BizReport : Blogs & Content archives : December 11, 2014

Consumers consider themselves savvy discerners of credible online reviews

Online research is something just about all consumers do before committing to a purchase and, according to research from Influence Central, consumers believe they know a good review from a bogus one.

by Helen Leggatt

Before putting an item in an online shopping cart or heading to the mall to make a purchase, consumers are desperate to know whether they are getting a good deal, which products live up to expectations and which products to avoid.

Virtually 100% will turn to online reviews and blogs in that quest for insight.

According to research by Influence Central women, in particular, consider online reviews either "extremely important" or "very important" (85%) when considering a purchase and more than two-thirds (67%) are more likely to make a purchase if an item gets a high star-rating. Even if they are purchasing a new product from a brand with which they are familiar, 67% of women still rely heavily on online reviews. In fact, the research found that online reviews are more influential than advice from a sales representative.

Consumers, both men and women, believe they are clued up on whether an online review is credible or not. Nearly all (97%) said they can tell whether an online review can be trusted. Key indicators of trust alluded to were:

- How much they can relate to the person writing the review;

- The amount of detail contained within the review; and

- If the reviewer is noted as a verified purchaser - 89% distrust anonymous reviews or those where a real name is not used.

The top site used for checking online reviews is Amazon, cited by 90%, of which 48% consider Amazon reviews "extremely important" and 42% "very important". Furthermore, 80% consider reviews on Amazon to be "extremely" or "very" credible.

Amazon aside, the other top-ranked online review destinations were Target (67%), Best Buy (64%), TripAdvisor (55%) and Toys R Us/Babies (53%).

Image via Shutterstock

Tags: online reviews, product discovery, product reviews, research

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.