Advertisement

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.

Advertisement

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.

Featured Event

Get free access to tactical tips, invaluable insights, and deep-dive conversations that will help you hone your strategies for Q4 and beyond. That way, you can be sure to be on shoppers’ nice lists this holiday season…and all year long.

Advertisement

Advertisement

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: