‘Review Culture’ In Full Swing As Online Feedback More Influential Than Family Or Friends
75% of consumers say good reviews would persuade them to buy a product, second only to an appealing discount or promotion
UK small businesses are being urged to monitor and respond to online reviews, as 85% of consumers will check them before deciding to buy a product, according to a report by feefo.
The survey of 2,140 UK consumers revealed that 75% of respondents say good reviews would persuade them to buy a product, second only to an appealing discount or promotion (79%).
A recommendation from parents (47%), friends (36%) or even a celebrity endorsement (41%) even appear inferior, as a ‘review culture’ emerges.
On the other end of spectrum, just 8% of consumers are still convinced by the recommendations of salesmen while 6% of consumers admitted they’d be more likely to make an impulse purchase if drunk.
Andrew Mabbutt, CEO at feefo said:
“Of course we know how valuable reviews are, but the fact that they come out as more influential than the recommendations of family, friends & celebs is going to be a surprise to many.
“It’s clear that people are more trusting & eager to get recommendations from real consumers who have first-hand experience, and reviews provide a reliable way to gauge the quality and value of a product or service.”
Have you suffered from a terrible review? Then read this guide and deal with it the right way.