Reviews carry more weight than recommendations

Whether looking for a new vacuum or a new TV, a product recommendation from a friend or family member will no longer cut it for most people.

Having access to websites with user reviews now carries more weight than recommendations from trusted friends. Shoppers want to know how a wider pool of buyers feels about the product—not just the opinion of a best friend or great aunt. Having more opinions available provides the needed trust and knowledge that a product is worth purchasing—and a website with a handful of reviews won’t do the trick. Nearly 70% of shoppers think that the ideal scenario is for a product to have 26 or more reviews—and the more recent the reviews are, the more trust in them, too.

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