Majority of online user reviews are positive

Four fifths of consumers that write product reviews on brand websites leave positive comments.

The claim comes from Bazaarvoice, a company which provides review technology free of moderation.

The research also found UK consumers were more active in leaving reviews than their US counterparts, with UK reviewers more likely to leave six or more reviews.

Brett Hurt, founder and CEO of Bazaarvoice, said, "Some of the world's biggest online brands are seeingthe tangible business benefits of adding authentic consumer reviews to their web sites. It's proven that ratings and reviews drive conversion, reduce returns and encourage customer loyalty and trust."

Over 34,000 customers' reviews across ten retail categories were looked at for the report, including reviews on the sites of Early Learning Centre, Timberland and QVC.

www.nma.co.uk Luan Goldie 2008-04-21