Lowdown: Trusting reviews

As e-commerce continues to eat into in-store purchases, a majority of consumers are still concerned about the authenticity of reviews, with slightly more than half saying they are concerned reviews are "planted" by manufacturers in order to increase sales.

As e-commerce continues to eat into in-store purchases, a majority of consumers are still concerned about the authenticity of reviews, with slightly more than half saying they are concerned reviews are “planted” by manufacturers in order to increase sales. And three out of four consumers (77%) say they are more influenced by consumer opinions than those penned by professional critics (23%). The study also found that fairness, writing ability, and the inclusion of statistics and technical data also made a difference.

Source: Weber Shandwick, "Buy It. Try It. Rate It." study

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