ORC: Buyers search for consumer reviews

Most consumers will use search engines to conduct research into products before making purchases, a new report reveals.

A study released by the Opinion Research Corporation (ORC) shows 61 per cent of respondents use blogs, reviews and consumer feedback forums to consider new products before making a decision.

It states search engines are the "preferred" method of conducting such research.

Linda Shea, the global managing director of customer strategies with ORC, explains access to the web has changed the environment in which firms operate.

They cannot hide from consumer evaluation, she continues.

"Companies must be extremely mindful of the power of proliferating online forums and their ability to shape consumers' perceptions about brands," Ms Shea adds.

Earlier this month, Vincent Potier, managing director of communications provider Vonage, suggested the internet has returned power to citizens.

He said people can now avoid relying on mass advertising to help them make decisions and can instead use "citizen power" to inform their choices.