According to a survey from Avail Intelligence, internet shoppers in the U.K. rate personal recommendations and user reviews over price when it comes to making online purchases.
Over a third (36 percent) of respondents rated peer opinions such as recommendations, reviews and customer-generated wish lists as the most useful aspect of an internet shopping site. This compared with 25 percent who said price matching was what they looked for most.
The research also found that newer website technologies, such as video content and 3D images of products, are not yet popular with mainstream consumers. Only one in seven said they found 3D images useful and the figure fell to just 4 percent for video content. "This is likely to change however as the technologies become more widely adopted by retailers looking to improve the overall feel of their site," said Avail.
"Despite the credit crunch, U.K. consumers appear more concerned with the experiences and suggestions of other web-based shoppers than finding the best deal online," said Pontus Kristiansson, CEO and founder at Avail Intelligence, in a statement. "Whilst the internet is viewed as the best place for a bargain, it's clear that recommendations and reviews from other users have an important part to play when persuading shoppers to buy."
Echoing the results, a survey by Opinion Research Corp. found 84 percent of U.S. consumers said browsing reviews influenced their decision on whether or not to purchase a product or service. Half of respondents turned to online customer reviews early on in the decision-making process.
But the Opinion Research survey also found only a "vocal minority" is leaving feedback and swaying consumer opinions as only 28 percent of respondents had posted their own reviews.
"This is critical for companies to understand as they fight to be considered by consumers and look for ways to be ever-present through a variety of channels and media outlets," said Linda Shea, SVP and global managing director of Opinion Research's Customer Strategies Practice, in a statement. "Taking a more proactive approach to participating in, monitoring and controlling online reviews may very well be one of the many ways organizations can influence both consumer consideration, and, ultimately, the buying decision."
Discussion Questions: With customer reviews and feedback becoming so popular, can online retailers do well without them? Can consumers' desire for peer opinions be translated to the brick 'n mortar space?