Jupiter: People read user-generated reviews before buys

This just in from OPA Intelligence Report — 8/21/06:

“Now editorial product reviews are under attack from the growing user-generated content online. JupiterResearch found that 77% of online shoppers read the reviews and ratings of products and services posted by other folks online. And those shoppers are becoming loyal to e-shops such as Amazon that offer product feedback. “It’s shifting the power away from Madison Avenue and into consumers’ hands,” venture capitalist Neil Sequeira told TechWeb. “Users create content they are passionate about. If there’s a surfboard you love, why not create some content around it?” Still, Jupiter’s Emily Riley said that blogs, wikis and forums aren’t always the most powerful determining factors, and come in behind good old word of mouth between two people online — who already know each other. “

Thanks Lisa for the tip.