{"id":597,"date":"2013-01-16T11:59:34","date_gmt":"2013-01-16T17:59:34","guid":{"rendered":"http:\/\/www.kidsfirst.org\/ranny\/2013\/01\/16\/consumer-review-said-to-be-the-most-powerful-purchase-influence\/"},"modified":"2013-01-16T11:59:34","modified_gmt":"2013-01-16T17:59:34","slug":"consumer-review-said-to-be-the-most-powerful-purchase-influence","status":"publish","type":"post","link":"https:\/\/www.kidsfirst.org\/ranny\/2013\/consumer-review-said-to-be-the-most-powerful-purchase-influence\/","title":{"rendered":"Consumer Review Said to Be THE Most Powerful Purchase Influence"},"content":{"rendered":"<p>According to a new study released by Weber Shadwick, consumers pay more attention to other consumers&#8217; reviews when making electronics purchases. It&#8217;s become more important than traditional editorial types of reviews. Not surprising and my guess is that many of those reviews are coming through social media and bloggers. Here&#8217;s more:<br \/>\nAccording to a just released study from Weber Shandwick with KRC  Research, the majority consumer electronics purchasers are inspired  by a consumer review when selecting which brand to purchase. The average buyer consults 11  consumer reviews on the path to purchase.<\/p>\n<p>Bradford Williams,  president of Weber Shandwick\u2019s North American Technology Practice, commented that &#8220;&#8230; the study sheds new light on&#8230;  shoppers use of user reviews&#8230; (and) traditional editorial reviews in  the purchase process&#8230; consumer reviewers are&#8230; the most powerful force&#8230;\u00a0 savvy marketers \u00a0listen to, manage and&#8230;  harness their considerable might&#8230; \u201c<\/p>\n<p>Williams noted that while consumer electronics buyers pay more attention to other consumers\u2019 reviews than editorial reviews, by a margin of more than three to one, they are concerned about the authenticity of consumer reviews (80%), leading them to conduct considerable analysis before making their decision.<\/p>\n<p>Key findings from the report:<\/p>\n<ul>\n<li>Buyers  invest deliberate effort into making a well-informed decision,  conducting multiple activities to gather opinions, reading an average of 11 consumer  reviews, evaluating review authenticity and demonstrating tolerance for  negative reviews.<\/li>\n<li>88% of consumers say they are somewhat or very knowledgeable about consumer electronics, yet still  consult reviews, consumer and\/or professional, when looking to make a  purchase.<\/li>\n<li>Consumers pay more attention to consumer reviews (77%) than professional critic reviews (23%). The gap between  consumer and professional reviews closes noticeably for more advanced  technologies like tablets and computers.<\/li>\n<li>In consumer reviews, the most helpful ones are those that seem fair and reasonable, are well-written, and contain statistics, specifications and technical data. Surprisingly, named (vs. anonymous) reviews are not as important as these other elements in consumers\u2019 minds.<\/li>\n<li>Shoppers trust consumer reviews on Amazon.com (84%) and BestBuy.com (75%) the most, topping Consumer Reports (72%). Consumers show no apparent discomfort in getting their research from a seller of the products they\u2019re considering.<\/li>\n<\/ul>\n<p>For more information about the study and to access the executive summary, <a target=\"_blank\" href=\"http:\/\/www.webershandwick.com\/Default.aspx\/AboutUs\/PressReleases\/2013\/ConsumerReviewersWieldMorePowerThanProfessionalCriticsinDrivingPurchaseDecisionsAccordingtoNewWeberShandwickStudy\">go here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to a new study released by Weber Shadwick, consumers pay more attention to other consumers&#8217; reviews when making electronics purchases. It&#8217;s become more important than traditional editorial types of reviews. Not surprising and my guess is that many of those reviews are coming through social media and bloggers. Here&#8217;s more: According to a just [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[5],"tags":[],"class_list":["post-597","post","type-post","status-publish","format-standard","hentry","category-news"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paSd8M-9D","_links":{"self":[{"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/posts\/597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/comments?post=597"}],"version-history":[{"count":0,"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/posts\/597\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/media?parent=597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/categories?post=597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kidsfirst.org\/ranny\/wp-json\/wp\/v2\/tags?post=597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}