Online reviews are more trusted by shoppers than the opinions of their friends, according to new research.
Over half of respondents (62 per cent) said they would consult online reviews when making a purchasing decision over both expert and their friend’s opinions, according to Capterra.
A further 70 per cent of respondents said they looked primarily at the written text of reviews as opposed to 16 per cent who said they mainly refer to the star-ratings.
Positive reviews were also found to be 14 per cent more trusted than negative ones, while 46 per cent of those surveyed said they would only trust items with five to 20 reviews.
“People’s trust towards online reviews may be driven by the reviewers’ motivation, as most of them are leaving reviews because they want to help other customers,” Capterra’s content analyst Sonia Navarrete said.
“The access to a larger number of opinions is also a factor, as we have noticed that people tend to trust more the product that has at least five reviews.”