Consumers not only check online product reviews before making a buying decision, they read an average of four reviews before spending their money.
This shows that consumers not only want people talking about the product from different perspectives, but they also want to hear the pros and cons of the product before making a decision. Almost 70 percent of online consumers check a minimum of four reviews.
"This survey highlights the reception that reviews are receiving throughout the merchant world and how retailers are leveraging online review technology," said Jay Shaffer, vice president of marketing at PowerReviews.
The survey by PowerReviews also confirms other survey results that have said reviews are the major function on a Web site desired by consumers.
Other desired functions were special offers and coupons, price comparison tools, testimonials and product videos ... among others. Almost 60 percent wanted the special offers and price comparison tools on a Web site.
"Consumer-generated media such as those found on ratings and review sites are becoming more influential in the purchase-decision process," said Jeffrey Grau, senior analyst at eMarketer.
The simple conclusion is don't have a Web site without this as part of your strategy.
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