Online reviews have become the most important factor for consumers when making purchasing decisions, according to a study by the German Federal Association for Information Technology, Telecommunications and New Media (Bitkom). The study surveyed 1,114 online shoppers over the age of 14, with 65% of respondents stating that they use customer reviews as a decision-making tool before purchasing a product. This makes online reviews more important than price comparison sites, which are used by 51% of consumers. Surprisingly, online reviews are even more influential than personal recommendations from family and friends, which are only consulted by 50% of consumers.
Marketing experts recommend that companies monitor their online reviews and try to remove negative reviews if possible. The study also found that online reviews increase consumers’ trust in products, with 39% of online shoppers stating that they have less trust in products or services that have no online reviews. Dr. Bernhard Rohleder, Bitkom’s CEO, explains that “customers increasingly use the internet as a source of information before clicking the buy button. Independent reviews can be a good guide through the vast selection on the web.”
Despite the high level of trust in online reviews, some consumers remain skeptical, with 19% of respondents stating that they do not trust product reviews because they suspect they are fake. However, Rohleder emphasizes the importance of ensuring the authenticity of reviews, stating that “the authenticity of reviews must be the highest priority for shop operators.” This can be achieved through trained staff and specialized software that detects known patterns of fraud.
In conclusion, companies should prioritize maintaining their online review profiles and ensuring the authenticity of reviews. Online reviews have become the most important factor for consumers when making purchasing decisions, and companies that neglect this aspect of their online presence risk losing potential customers.
