Tuesday, February 19, 2008

70% of UK Shoppers Want Online Reviews, Ratings

This will make a most
savory Yelp review.

A study released by Jupiter Research and Bazaarvoice found 70 percent of UK consumers consider ratings and reviews the most helpful web feature when researching an online or offline purchase.

The research reflects last week's Forrester report, which found 64 percent of US consumers want ratings and reviews available on the websites they visit.

The UK report compared ratings and reviews to other resources. 53 percent of the 1,000 online users surveyed said customer reviews were the most helpful source of information.

Recommendations from friends came second, with 47 percent. Only 11 percent cited TV ads as the most helpful source, and four percent called magazine and radio ads a major influence when deciding what to buy.

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