70% of online shoppers refer to user reviews

Seven out of ten (70%) online users named user reviews as the most helpful feature when researching online to buy from an etailer or high street shop.

The study by Jupiter Research and ratings and reviews technology provider Bazaarvoice found that product comparison tools and images were rated in second and third positions with 57% and 51% respectively.

Nearly two-thirds (65%) of respondents research products on the internet before buying online, while 56% search on the web then purchase from the high street.

Sam Decker, CMO, Bazaarvoice, said, "UK consumers' high demand for rating and review content along with other findings in this research aligns with what we have consistently seen in the US."

He added, "This research also clearly shows that consumers want authentic, balanced feedback, and that in the main they feel ratings and reviews are trustworthy. 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."

1,000 online shoppers were surveyed during December 2007.

Published by: Suzanne Bearne

Published 5th February, 2008

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