Highlights from the Kelsey Group/comScore Survey on User Reviews
Posted by Sebastien on the 2007/11/29 at 05:55
in ComScore, Kelsey Group, Local, Local Search, Socio-Demographics, User Reviews, User-generated content -
Are user reviews important in local search? Data from the latest Kelsey Group/comScore survey presented today by Brian Jurutka from comScore seems to indicate it is critical from a user point of view as 24% of online consumers have used an online review site prior to buying an offline service in the last 3 months. In addition, more than 75% of those review-informed purchasers cited online reviews as influential in their purchase decision process.
Why are consumer reviews influential?
- They are seen as unbiased 3rd party feedback
- They are efficient
- They provide an opportunity for feedback
Who writes reviews?
- Broadband users, young professionals, 25-49. 46% of review users have contributed a review as well.
Why do consumers write reviews?
- Helps other consumers (62%)
- Gives me “consumer power” (44%)
- It’s a fun activity (33%)
- It helps me