Online Consumer Reviews on the rise
February 12th, 2008 by Thomas
Consumers are finding television advertising less influential than online consumer reviews, new research has found. The study has revealed that 97 per cent of consumers who search the web before buying, trust online reviews. JupiterResearch conducted the investigation for Bazaarvoice, a social commerce site. It found 70 per cent of consumers believed online user-generated content is the most useful tool to help them shop. Sam Decker, chief marketing officer for the site, has predicted the coming year will demonstrate how these online marketing trends will affect buying. “2008 will signal a big change for online retailers in the UK as they listen to what consumers want and allow them to influence each others’ purchase decisions,” he said. Future marketing strategies may have to generate internet statistics on ’super-advocates’ – popular bloggers who will have earned the confidence of internet users.
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