Study: 83% of ALL Holiday Shoppers Influenced by Reviews « Marketing Pilgrim

Of the 92 percent of consumers surveyed by Channel Advisors that say they read product reviews, only three percent say they weren’t swayed by such reviews. That suggests 83 percent of consumers are influenced by online reviews.

A surprising 67% said they would purchase an identical product from an unknown website if the retailer offered a better value, meaning low pricing and free shipping, typically.

So the issue is, what is the balance between low price or free shipping and recommendations as drivers of user behavior. One might suggest low price and free shipping mostly always win when recommendations are favorable.

One might also suggest that favorable recommendations will fail to outweigh price and free shipping.


http://www.marketingpilgrim.com/2010/09/study-83-of-all-holiday-shoppers-influenced-by-reviews.html