As much as 68 percent of online shoppers read at least four reviews before making a purchase, according to data from joint research by PowerReviews and the e-tailing group. The companies surveyed 1,200 consumers who shopped online at least four times per year and spent at least $500 in aggregate and found that almost a quarter of the respondents checked at least eight reviews or more before deciding to buy.
Some 22 percent of respondents said that they "always" read reviews before making a purchase, while more than four in 10 said they checked ratings and reviews "most of the time." In contrast, just 2 percent of the online shoppers surveyed said that they "never" read reviews in advance.
Consumer reviews seem to carry particular weight, compared to “experts,” and are more important to site visitors than coupons and special offers, suggest other findings. A recent Avenue ARazorfish study found that 55 percent of online shoppers chose user reviews most frequently when conducting product research—more than double the 22 percent that used comparison charts or expert reviews (21 percent).
Most Desired Features on Retail Web Sites*
Features______________________% of Respondents Choosing
User ratings and reviews ................................. 64%
Special offers and coupons .............................. 61%
Videos ............................................................ 48%
Personalization capabilities ............................. 37%
Games and quizzes .......................................... 29%
Source: Forrester Research; *Included consumer electronics, travel and banking sites—key drivers of e-commerce in the U.S.
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