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NEWS13 September 2016

Reviews ‘more influential than peer recommendations’

News Trends UK

UK — Consumers are more likely to make a purchase based on good reviews than as a result of recommendations by parents and friends or celebrity endorsements, according to new research. 

The research, from ratings and review platform Feefo, explored people’s shopping habits and what would make them buy a product or service. 

People were asked how often they checked for reviews when buying an item or service that they had not previously bought or from a supplier they had not used before. Eighty five percent of people said that they always checked reviews before making a purchase under these circumstances. 

They were then asked what would make them most likely to make a purchase and, given a list to choose from, rated ‘an appealing discount or promotion’ as most likely ( 79%), followed by ‘good reviews’ ( 75%), recommendations of parents ( 47%), celebrity endorsements ( 41%) and recommendations of friends ( 36%). 

“Of course we know how valuable reviews are, but the fact that they come out as more influential than the recommendations of family, friends & celebs is going to be a surprise to many," said Andrew Mabbutt, CEO at feefo.com.

"It’s clear that people are more trusting & eager to get recommendations from real consumers who have first-hand experience, and reviews provide a reliable way to gauge the quality and value of a product or service.”

@RESEARCH LIVE

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