Wednesday, 06, Feb 2008 11:30
Online consumer reviews are more effective and influential than television advertising, it has been revealed.
A study by JupiterResearch conducted with social commerce site Bazaarvoice has discovered that 97 per cent of consumers who use the internet to research products before purchase trust online reviews.
Furthermore, 70 per cent of such researchers believe user-generated content (UGC) such As a review or product rating is the most useful tool the internet offers when considering a purchase.
This beats comparison websites and images, the study found.
Sam Decker, chief marketing officer at Bazaarvoice, said British consumers have a "high demand" for reviews and online ratings.
Consumers want authentic feedback and are more willing to trust their peers, he continued.
Mr Decker concluded that "2008 will signal a big change for online retailers in the UK as they listen to what consumers want and allow them to influence each others' purchase decisions".
It has been suggested by Lee Odden, chief executive officer of TopRank Online Marketing, that consumers increasingly favour UGC over more formal marketing messages.
Commenting in his company's Online Marketing Blog, he said savvy marketers should create opportunities for their customers to leave feedback and comment.
