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ifarmer Farmer's Library tagged reviews →  View Popular, Search in Google

Dec
5
2007

  • "Consumer-generated media, such as those found on ratings and review sites, blogs and community boards, are becoming more influential in the purchase-decision process, at least enough so that retailers are increasing their investment in such content," Mr. Grau said.   

    Tone of Online Feedback for Products and Services Written in the Past Month by US Internet Users*, August-October 2007 (% of respondents) 

      

    Consumers generally had good intentions when writing reviews. Nine out of 10 respondents said they wrote reviews in order to help others make better buying decisions. Nearly 80% wrote reviews in order to reward a company.  

    "This debunks a major myth about word of mouth and should encourage companies and chief marketing officers to be more comfortable with 'letting go' and inviting consumers to talk about their experiences," Mr. Hurt of Bazaarvoice said.  

    Online retailers are getting the message about customer reviews. Nearly one-quarter of businesses in Internet Retailer's "Holiday Sales Expectations" study conducted by  Vovici said they had added customer reviews for this holiday season.  

    Customer Service Options that US Online Retailers Have Added for this Holiday Shopping Season, October 2007 (% of respondents)

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