62% of consumers read reviews online before purchasing

62% of consumers read reviews online before purchasing 11.11.2007 [more]
According to Deloitte’s Consumer Products group, 62% of consumers read consumer-written product reviews on the Internet.
Of these, 82% say their purchase decisions have been directly
influenced by the reviews, either influencing them to buy a different
product than the one they had originally been thinking about purchasing
or confirming the original purchase intention. Interestingly, while
the%ages were slightly higher for the younger generations, all age
groups are reading and acting on online reviews at significant rates.
In addition, the reach of consumer reviews isn’t limited to the online
world; seven in 10 (69%) consumers who read reviews share them with
friends, family or colleagues, thus amplifying their impact. Recent
recalls of imported products are also contributing to this trend:
one-third of survey respondents (33%) said that, as a result of recent
recalls, they now look for more information on the packaging/product
and almost one in five (18%) said they now look for more information on
the Internet or in other locations.

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