AdWeek has published an article on the findings of the 2007 “Social Shopping Study” of online consumers conducted in September by PowerReviews, a customer reviews agency in partnership with E-Tail Group. The report found that two-thirds of those who shop online regularly almost always seek out customer reviews before making a purchase decision. Also noted is that research on a purchase is regularly conducted online regardless of where the purchase is actually made, be it online, in a brick and mortar store or through a catalogue.
Other facts and figures;
- 82% said they found reading reviews better than researching a product with a knowledgeable sales associate in a store.
- Almost 70% said they would find reviews very helpful on sites selling toys and video games.
- About 55% said they wanted reviews on sporting goods, gifts and specialty foods sites.
- 81% use customer reviews to decide between two or three products or to confirm that their final selection is the right one.
- Only 40% actually start the shopping process using reviews.
For more information check out the article on Adweek.