The growth of user-generated content (UGC) has caused many marketing and advertising people to wonder what motivates someone to tell people about their product and/or band. Well a report by the Keller Fay Group uncovered the motivations behind those people who share their opinion online.

Overwhelmingly, the survey found, reviewers are motivated by goodwill and positive sentiment:

• 90 percent write reviews in order to help others make better buying decisions
• 70 percent want to help companies improve the products they build and carry
• 79 percent write reviews in order to reward a company
• 87 percent of the reviews are generally positive in tone

Interestingly the data showed that positive reviews outweighed negative reviews 8 to 1. This stat flies in the face of the customer service mantra that if someone has a good experience that they will only tell one person but they will tell 10 people if they had a bad experience.

Brett Hurt, founder and CEO of Bazaarvoice explained that:

“…(this) trend analysis has shown that product and service reviews are very positive… These customers provide a vital source of authentic content to help others find the best products for their individual needs.”

The survey also found that:

• 79% of reviewers are active online participants who post reviews as a way of giving back to the review community
• 84% of reviewers also purchase products online
• 77% send more than 10 emails a day
• 25% engage in social networks
• 20% of reviewers post messages on other people’s blogs or chat rooms
• 60% of reviewers have told friends and family about their product experience

Brad Fay, chief operating officer of the Keller Fay Group, summed up the survey by saying:

“… online reviewers tell us they want to reward brands that perform well. This… should encourage companies to be more comfortable with… inviting consumers to talk about their experiences.”

The percentage of people who are active online participants is a relatively small group. However they wield a lot of power because they do participate and speak up. What is your business doing to reach out to this small but powerful group?

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