‘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

‘Review Culture’ In Full Swing As Online Feedback More Influential Than Family Or Friends

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.

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