Consumers becoming more influenced by online reviews

A recent survey conducted by Trustpilot has revealed the importance of including online reviews on retail websites, with 77% of UK consumers saying they look at online reviews before making a purchase.

Out of the 2,000 UK consumers questioned, 60% said they themselves had written a review in the past year.

As online shopping becomes increasingly powerful, companies are encouraged to include comments, reviews and feedback of the products they are selling to help positively influence shoppers.

Trustpilot’s survey backs up previous surveys which had similar results. For instance, a 2012 study showed that 88% of participants ‘sometimes or always’ consult reviews when buying something, and 60% were more likely to make a purchase on a website that had feedback on it. Moreover, 48% said they were swayed by consumer reviews.

The digital world has enabled consumers to have a greater say on what they do and do not like about certain brands. As greater power is placed in the arms of internet users, brands are under increasing pressure to ensure their products are up to scratch – lest they experience the wrath of a negative social media campaign.