We’ve all read a review at some point in our lives, and most of us have even left feedback as customers. But do consumer reviews really make a difference to our purchase decisions?
As it turns out, we all love a good review.
77% of people enjoy reading reviews about products or services in general, and an even greater 97% of people like reading those reviews specifically leading up to a purchase. The US is highly influenced by reviews: only 1.6% of Americans will make a purchase without first reading a review from someone who had already experienced that product or service.
And those reviews influence our decisions.
On average, 4 out of 5 people admit that the customer feedback they find in other people’s reviews has an immediate impact on their own purchase decisions. Shoppers in the UK almost always take reviews into account: 78.6% say that other people's opinions about a product or service can change their mind about a purchase decision.
In the US, 3 in 4 peoples' purchase decisions will be affected by reviews they read first. But when planning a future purchase, 83% of Americans say they would definitely consider revising their initial plans based on the reviews of other consumers.
So who’s leaving customer reviews?
On average, 67% of people have written their own product or service review. Half of Australians have written a review in the past, next to 74% of people in the UK and 80% in the US.
How do we find the reviews we read?
There are also a variety of ways that people find the reviews they read and trust. 2 out of 5 Australians use Internet search engines to find their reviews. Over half of people in the UK and 65% of people in the US rely on Amazon for their reviews, highlighting their propensity for online shopping. Trip Advisor is the go-to site for travel reviews: 13% of people in Australia and 15% of people in the UK head straight there.
Clearly, customer reviews do matter.
If your product or service has reviews available online, you can almost guarantee that your potential customers are reading them. Whether they seek out customer reviews as they plan a future purchase or as they browse their shopping history, consumers are highly influenced by the feedback provided by their peers.
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