Online Reviews Influence Offline Sales
An October study by comScore and The Kelsey Group found that consumer-created
online reviews play a significant role in offline sales.
24 percent of those who eventually pay for local services -- such as
restaurants, hotels and automotive shops -- read online reviews before making a
choice. Of those who consulted an online review, 41 percent of restaurant
reviewers subsequently visited a restaurant, while 40 percent of hotel reviewers
subsequently stayed at a hotel. “These data show the importance of local
service review sites in consumers’ purchase process,” said Steve Marshall,
research director for The Kelsey Group. “With such a large percentage of
review users subsequently purchasing, it’s vital that local service providers
have a positive presence on these review sites.”
More notable is that consumers were willing to pay at least 20 percent more for
services receiving an "Excellent," or 5-star, rating that for the same service
receive a "Good," or 4-star, rating. “This study underscores the importance
of providing not just good, but excellent, service if a business hopes to
generate positive consumer reviews which will result in greater sales,” said
Brian Jurutka, senior director, comScore Marketing Solutions.


Leave Your Comment
Login to CommentBecome a Member
Not already a part of our community?
Sign UpSign up to participate in the discussion. It's free and quick.