Buy It, Try It, Rate It: The Power of Consumer Reviews
Weber Shandwick conducted Buy It, Try It Rate It, a survey among American adults who recently purchased one or more consumer electronics.
Our study with KRC Research shows that consumer product reviews are used for more than consultation – they impact purchases. The majority of potential consumer electronics purchasers (65 percent) are inspired enough by a consumer review to select a brand they had not originally considered and the average buyer consults 11 consumer reviews when making a decision. These potential buyers pay considerably more attention to consumer reviews than professional reviews, by a margin or more than three to one (77 percent vs. 23 percent).
Buy It, Try It, Rate It provides five rules of engagement for consumer electronics marketers.
Click here to view the full report and infographic.