Study reveals the value of user-generated content to companies
Posted by jorbell on December 21, 2008
The study by Nielsen Online found that over 70 per cent of people feel consumer reviews make them more comfortable about their purchasing decisions when buying online.
Around 81 per cent of online consumers also claimed to have read such articles while carrying out their Christmas shopping this year.
Ken Cassar, vice-president of industry insights for Nielsen Online, said consumer reviews are “a must-have for online retailers” as they can help people feel more assured when buying items they have little knowledge of.
He added: “Perhaps more than any other time of year, consumers are looking for outside feedback for guidance.”
Recent research by Bazaarvoice suggests that the number of people viewing reviews has grown in the past month or so.
In the month to December 8th, it was found that there was a 51 per cent increase in the number of reviews served on its systems.
Article Source: www.businessstrata.com