Eight in 10 Online Holiday Shoppers Read Web Reviews
01/02/09 01:28 PM
Customer reviews are an important research tool for online consumers, with 71% agreeing that consumer reviews make them more comfortable that they are buying the right product, Nielsen found.
When evaluating this customer feedback, 63% of online shoppers indicated that it was important to have multiple reviews for each product; 14% looked for reviews from an established source; and just 3% sought out reviews by people they knew personally.
“Consumer reviews are a must-have for online retailers, especially during the holiday season when shoppers are buying for others in categories they’re less familiar with,” said Ken Cassar, vice-president, industry insights, Nielsen Online. “Perhaps more than any other time of year, consumers are looking for outside feedback for guidance.”
