The Opinion Research Corporation just published a report revealing some very important insight into how people research products and services online. 61% of respondents read "online reviews, blogs and other sources of online customer feedback before purchasing. More importantly, 83% said that online product evaluations and reviews had at least some level of influence on their purchasing decisions, although only 32% reported posting online feedback themselves.
A most revealing comment was made by Linda Shea, SVP and Global Managing Director of Customer Strategis for ORC:
“Businesses today exist in an era in which it’s nearly impossible to escape the likelihood of being
evaluated…there’s nowhere to hide. Companies must be extremely mindful of the power of proliferating online forums and their ability to shape consumer’s perceptions about brands. Even a single negative review, when posted in a very public forum, can have a significant impact on a prospective buyer’s decision to purchase.”
And finally, here are the most researched product and service categories:
* Travel/Recreation/Lesiure (82%)
* Electronic goods (80%)
* Household products/services (66%)
* Clothing (55%)
* Automotive (55%)
* Personal care (40%)
* Food (24%)
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