Online Reviews: The Consumer Perspective

Consumers have never been more informed about their buying decisions. Online shopping is nothing new, but customers are increasingly empowered to compare products, prices and opinions like never before.

Reading reviews has become an integral part of the buying journey, and feedback left by other shoppers is used to help people make informed and confident purchases. By understanding the value of customer reviews, leading brands are utilising feedback strategies in new and innovative ways.

This report explores the attitudes and behaviours of today’s consumer towards online reviews: How influential they are, to what extent they are trusted, and where they fit within the buying journey