As you can see from the image on the left, 92% of internet users read product reviews and 89% of people say that reviews influence their purchasing decision.
It also appears that the amount of time people spend reading reviews has increased since 2007.
- 64% of shoppers took 10 minutes or more to read reviews, vs. 50% in 2007.
- 33% took a half hour or more to read reviews, vs. 18% in 2007.
- 39% read eight or more reviews before buying, vs. 22% in 2007.
- 12% read 16 or more reviews before buying, vs. 5% in 2007.
Hoteliers – If you’re not actively reading your online reviews, you’re missing a huge opportunity to learn what is being said about you that might be influencing others’ purchase decisions. If you’re not responding to reviews on TripAdvisor, Expedia and Hotels.com you’re missing a huge opportunity to get your message in front of prospects. If you need help getting started with an online review program, take a look at our Social Media Action Plan.
Read more about the report at e-marketer.