Jupiter: People read user-generated reviews before buys

Categories: Social Media, Voice of the Customer, Web Marketing, Web UsagePosted on August 21st, 2006

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. “

Blogs, Wikis, Forums Sway Consumer Opinion, Research Shows (TechWeb)
Study: Consumer reviews drive online sales (National Jeweler)
JupiterResearch Reports The Influence of Consumer-Created Content is Dramatically Affecting Online Businesses (Jupiter release)

Thanks Lisa for the tip.

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This entry was posted on Monday, August 21st, 2006 at 10:22 am and is filed under Social Media, Voice of the Customer, Web Marketing, Web Usage. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Blogs, wikis, forums (and podcasts) are word of mouth. People get to know and trust each other through them. I don’t see much of a difference between the trust of someone I know, say before social media started happening and after. I would say that I am more likely to trust the opinions of people I “meet” online through their blog than to trust someone I know in “real life,” because chances are that there is a stronger affinity for the topic with the person I know through their blog or podcast. Or maybe I need to get out more.

Posted by Nick Dynice on August 21st, 2006 at 5:04 pm

Jeremiah, I just came across your blog via the Naked Conversations blog — and my own post today was inspired from yours about the latest JupiterResearch data. In my post, my comments were actually similar to Nick Dynice’s, but the key thing to consider is the opinions of PEOPLE vs. the opinion of one person. I’m still betting that Nick needs to get out more ;-).

Posted by Jason Cormier on August 22nd, 2006 at 8:00 am

This makes sense and is great!

Posted by David on August 22nd, 2006 at 8:12 am

[...] 4) Online Consumers are talking to each other using the web and internet shoppers read consumers reviews before making decisions! (Also from Jupiter Research) [...]

Posted by Web Strategy by Jeremiah » Marketing Reality Check: Social Media Emerging and growing quickly on August 22nd, 2006 at 8:34 am

[...] Link credit goes to Jeremiah. [...]

Posted by Consumer Created Web Content Impacting Online Purchases | Marketing Pilgrim on February 9th, 2007 at 12:30 pm