Peer Reviews Significant To Shoppers in Consumer Brand Trust

From Research Brief - A recent survey on current attitudes towards customer ratings and reviews by Bazaarvoice and Vizu Corporation, shows that about three out of four shoppers say that it is extremely or very important to read customer reviews before making a purchase, and they prefer peer reviews over expert reviews by a 6-to-1 margin.

The summary notes that Shop.org and MarketingSherpa report usage of ratings and reviews nearly doubling in the US over the last year, while the Bazaarvoice and Vizu survey revealed that 44 percent of US shoppers consider ratings and reviews to be the most useful eCommerce site feature. Product comparison (15 percent), product navigation (12 percent), and privacy information (11 percent) followed in the distance. | Read full article