Online Consumer Product Reviews Have Big Influence
What customers are saying online about products and services can make or break sales.
Some 84% of Americans reported that online customer evaluations have an influence on their decision to purchase a product or service, but only 28% said they have posted their own feedback, according to the latest survey from market research firm Opinion Research Corp., an InfoGroup company.
Last year, nearly identical findings were reported.
“Our findings suggest that a very vocal minority may have an oversized influence on buyer behavior,” Linda Shea, senior vice president and global managing director of Opinion Research Corp.’s Customer Strategies Practice, said in a release. “Nevertheless, when negative customer feedback is served up in a very public forum, it has great potential to tarnish the reputation of a brand and therefore any future revenue stream.”
The survey also found that two-thirds of respondents checked some type of online review forum during a search to purchase a particular brand of product or service. The damage can be done early on with half of the respondents relying on the reviews during the first stage of the buying cycle.
“This is critical for companies to understand as they fight to be considered by consumers and look for ways to be ever-present through a variety of channels and media outlets,” Shea said.
Where are they finding the forums? Company Web sites (71%); online rating systems (57%) and government/consumer advocacy sites (54%).
Shea suggests taking a proactive approach by participating in, monitoring and controlling the reviews.
The most popular types of products or services investigated online were:
Travel, recreation or leisure (80%)
Electronics (78%)
Household products and services (70%)
Clothing (60%)
Automotive (56%)
Personal care (45%)
Food (36%)
“In a challenging economy, it is no surprise to see online investigations of products and services increase in categories that represent the basics of consumer spending such as food, personal care, clothing, household products and services. Companies who offer products and services in those categories should find ways to get involved in and leverage these forums to their advantage,” Shea said.
