Reviews – The Good, the Bad and the Ugly

In a recent study to find out more about the shopping experience on the internet today, which is increasingly linked to the use of social networks, 53% of 2000 consumers would have published a review on a product within 30 days of purchase. The review, whether positive, negative or indifferent, would help other users with their buying decision.

32% of consumers have a better opinion of branded products following a positive review. This is mainly because a brand already has a reputation, stigma or an emotional tie to it. So the review, in theory, adds weight to this.

It’s not just the review that can swing a certain product in to being a favorable purchase for the user, it’s more about where the review comes from and by whom the review is written by. The credibility of the review is paramount, users prefer a review from your ‘real’ customer rather than by an ‘expert’ (commercial, journalist, celebrities etc.). However using an expert to support a product can also be an added benefit.