Eight in 10 online consumers (80%) have changed their minds about purchasing a product or service that was recommended to them after they read negative reviews or other information online, according to Cone. Nearly nine in 10 (87%) say their decision to purchase something has been reinforced by positive reviews or information online.
Consumers are most inclined to trust the opinions of people who have used the product or service (69%) and/or those who have expertise with the product category (60%).
When researching products or services they’re considering buying, consumers utilize a variety of information sources, including user reviews, ratings, expert opinions, and blog posts.
Consumers are most likely to do additional research online before buying products that have been recommended to them when considering high- or moderate-cost purchases such as cars or computer equipment (89% of each), but more than three quarters say they research smaller-ticket items such as movies or restaurants (78%).
Nearly six in 10 (59%) say having easy access to the Internet via mobile phones has made them more likely to research products and services that have been recommended to them before deciding to buy.
Source: “2011 Cone Online Influence Trend Tracker,” Cone, Mike Hollywood, Director of New Media, 855 Boylston St., Boston, MA 02166; 617-227-2111; mhollywood@coneinc.com; www.coneinc.com.
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