American consumers are relying on online reviews now more than ever.
According to a newly released study by research consulting firm YouGov, nearly 8 out of 10 consumers in the U.S. check online reviews before purchasing a product or service. Furthermore, 26 percent – or approximately one out of four – make sure they check reviews every time they’re about to make a buying decision.
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YouGov’s findings demonstrate that, more than ever, Americans are making it a point to weigh the pros and cons of a potential purchase by consulting review sites and ratings aggregators like Yelp, Google (Google+ Local/ Google Maps), TripAdvisor, Yahoo!, Amazon (for products), and Rotten Tomatoes (movies).
Here are other interesting findings from the study:
- A staggering 86 percent claim that they look at both positive and negative reviews when considering a product or service.
- Not only are American consumers relying on reviews; they’re vocal about their product and service experiences – and eager to share their opinions online. In fact, only 39 percent say that they have never left an online review on a website or mobile app.
- Of those who did leave reviews, 14 percent shared their opinions and experiences on Google, 10 percent on Yelp, and 8 percent on TripAdvisor.
- 88 percent of consumers who have left a negative review of a product or service they purchased say that they did so to warn other people considering the same purchase. Meanwhile, 21 percent say they were merely hoping for a refund or help from the company or business in question.
You can also check out the graphics below for more information:
(Infographic from: YouGov)
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