Importance of Consumer Reviews

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According to a survey conducted by, 86% of consumers are checking out online business reviews before making purchasing decisions. The survey aimed to gain insight into online behaviors of consumers who search for local services.

That number might be misleading, as primarily local-based sites are routinely featuring reviews (only the best of course) on their sites, but all things equal, 90% of the 600 users polled said they trust reviews they read online and more than half place a high value on online reviews when looking for "trustworthy" home service professionals.

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1 comment

John AlanR 12-10-2008 3:02 PM

What do you mean by "online business reviews"? Are you referring to the sort of customer reviews which show up on Amazon and similar sites? Or the customer reviews which exist on opinion-*centered* sites such as Epinions?

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