Consumer reviews act as major purchasing influence

April 17 2009, 2:21pm

Consumers become more savvy everyday in regards to where and when they spend their money. In today’s recession, you have to be careful and spend wisely. So, it is no surprise that many consumers are turning to online customer reviews to help them with their buying decisions. The latest survey out of Opinion Research Corporation, a global market research company, says that 84 per cent of users purchasing products and services online are influenced by reviews. The findings also reveal that while the greater portion of people make decisions based on these reviews, that only a small minority of approximately 28 per cent are the ones actively leaving feedback on sites. In 2008 the purchase of food, personal care and clothing were all items that have seen an increase in customer consideration. As people become more accustomed to a customized and authentic experience when purchasing online, it is critical that companies start paying attention. An interesting point that is highlighted by the survey is that consumers are turning to reviews early in their decision making process. This allows for companies to take a more proactive approach to participating, monitoring and implementing some control of the conversation. With the proper monitoring, companies can become involved in the dialogue at the early stages and perhaps influence both consumer consideration, and ultimately, the decision to purchase.