Consumer Behavior

Online reviews playing role in purchase decisions

Photo by istock.com

September 15, 2021

More than half, 54%, of U.S. shoppers read online reviews for everything they buy prior to purchase and 30% of male shoppers believe good reviews impact their purchase decision while quite a few less females, 22%, believe customer feedback influences their choice.

For female shoppers, free shipping is most important with 26% viewing it as the top factor in a purchase decision.

Those are top findings from a Digital.com survey that polled 1,250 online shoppers regarding the importance of online customer reviews.

"Today's consumer is well-informed and not easily swayed by flashy advertising or celebrity endorsements," Huy Nguyen, digital marketing executive, Digital.com, said in a press release on the findings.

"Online customer reviews not only build credibility, but they also shorten the sales cycle by allowing customers to see feedback on a product and immediately make a purchase."

The study revealed most shoppers read at least three reviews before buying a product online, with 88% reading three or more reviews and 5% of respondents stating they don't read any reviews, regardless of what they buy.