Case Studies

More than 8 in 10 respondents who read consumer reviews said that the reviews had affected their buying intentions
Deloitte’s Annual Holiday Survey: Reviews have become another key online source of information, with nearly four in 10 consumers (39 percent) indicating they often read consumer-generated reviews of stores or products online, and one-quarter (25 percent) saying they will likely purchase a product this holiday season based on an online recommendation.
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How User Reviews and Ratings Influence Purchasing Decisions
It’s no secret that user reviews are a powerful marketing tool. 58% of ecommerce buyers prefer sites with user reviews, according to MarketingSherpa’s 2007 Ecommerce Benchmark Guide, and 44% of the large ecommerce sites surveyed offer user review or ranking features.
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How Damaging Are Negative Customer Reviews?
Forrester evaluated 4,000 reviews in the Electronics and Home & Garden categories on the site and found that some of the fear may be unfounded: More than 80% of the reviews were positive, and the negative reviews that did exist were generally considered helpful to consumers. 71% of online customers read reviews and ratings and find them helpful to consumers
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U.S. Visits to Question and Answer Websites Increased 118 Percent Year-over-Year
The market share of U.S. visits to a custom category of Question and Answer websites has increased 118 percent for the week ending Mar. 15, 2008, compared to the same week in 2007, Hitwise reported today. Over the past two years, U.S. visits to this category have increased 889 percent comparing Feb. 2008 versus Feb. 2006.
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New research from GroupM Search
Many consumers use social media (Facebook, Twitter and YouTube) to find product information. But when it comes to make the purchase decision, the top-performing option for consumers is user reviews (30%), while social networking, such as Facebook (17%), video sharing, such as YouTube (14%) and Twitter (9%). All reported to bring less value to consumers. Once that decision to purchase is made, consumers have a high desire to stayconnected with the brand. Sixty-four percent of consumers say they are likely to follow a brand via social media after purchase and indicate aspirations for connections and content from a brand in the space.
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