Emarketer had some interesting data recently about how online shoppers in the US are turning to user reviews more than expert reviews when researching products. In an Avenue A | Razorfish study, they found that over 50% of online shoppers doing research said they consulted user reviews most often.
“It’s clear that new Web technologies have put consumers in control,” said Garrick Schmitt, vice president of user experience at Avenue A | Razorfish.
Interestingly, a joint study by the e-tailing group, J.C. Williams Group and Start Sampling found that web sites with online reviews and ratings (15%) had gained some traction with online buyers. So not only do user reviews help convert buyers when they reach a web site, but consumers are actively looking for web sites that have product reviews before making a brand and purchase decision.
While search engines are still the dominant starting place for consumers, as the American Marketing Association’s “Mplanet” survey shows online consumer reviews mattered most in complex and big-ticket categories such as automotive (19%) and electronics (17%).
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