Online consumer reviews impact offline purchasers
A new study conducted by comScore, a US global Internet information provider, with The Kelsey Group, shows that nearly one out of every four Internet users reported using online reviews prior to paying for a service delivered offline by restaurants, hotels, travel, legal, medical, automotive and home services.
Of those who consulted an online review, 41% of restaurant reviewers subsequently visited a restaurant, while 40% of hotel reviewers subsequently stayed at a hotel.
Based on the survey of more than 2000 US Internet users in October 2007, consumers were willing to pay at least 20% more for services receiving an "Excellent," or 5-star, rating than for the same service receiving a "Good," or 4-star, rating.
More than three-quarters of review users in nearly every category reported that the review had a significant influence on their purchase, with hotels ranking the highest at 87%. Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.
Consumers were willing to pay between 20% and 99% more for an Excellent rating than for a Good rating depending on the product category.
Brian Jurutka, senior director, comScore Marketing Solutions, said, "This study underscores the importance of providing not just good, but excellent service if a business hopes to generate... consumer reviews... (that) result in greater sales."
For more information, visit comScore here.
