Women Rely On Product Reviews To Make Buying Decisions

amazon-reviewsUp to 88% of women indicate that online reviews are very influential when they purchase a new product from an unfamiliar brand, according to research from Influence Central.

Even when purchasing a new product from a known brand, 67% of female consumers still indicate that online reviews play a pivotal role in their decision-making process.

Through a survey of more than 500 women Influence Central sought to understand how online product reviews impact shopping behaviors and what qualifies as a trustworthy review.


Respondents indicated that there are three key factors they consider while determining whether a review is trustworthy:

  • How much the reviewer sounds like them;

  • The amount of detail listed in the review; and

  • The reviewer must be a verified purchaser.

Amazon is the site consumers use most frequently to check product reviews. In fact, 68% of respondents said they would rather go to Amazon than a specific retail site to seek online product reviews.

Beyond Amazon, the most important sites for consumers to look up online reviews are:

  • Target (67%);

  • Best Buy (64%);

  • Walmart (62%); and

  • eBay (59%).

More than one quarter (28%) of consumers said they always check online reviews for products they plan to buy, while an additional 45% say they do so “most of the time.”

Almost all (94%) consumers feel certain that they can always, or at least most of the time, tell if a reviewer is exaggerating.

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