MarketingProfs have an interesting article on Online Shoppers Value Reviews, Ratings, Search:
“Online research is central to consumer shopping behavior: 50% of online shoppers say they conduct research online for at least one-half of their purchases, and 64% consistently read online reviews prior to making product purchase decisions, according to an e-tailing group and PowerReviews study slated for release in early May.“
The above chart shows some interesting ideas. Namely that sharing tools, blogs and videos aren’t anywhere near as important as customer reviews, ratings and customer service information.
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