Survey: Negative online reviews change 80 pct of shoppers’ minds

facebook-dislike-button

Market analysis firm Cone Inc. has released its 2011 Cone Online Influence Trend Tracker, and survey data suggests the influence of the Internet and online reviews on consumers’ purchase decisions is stronger than ever. Cone found that 89 percent of consumers said they found online sources of product and service reviews to be trustworthy, and fully 80 percent of consumers have changed their minds about a purchase based only on negative information they found online. That last figure is up from 67 percent in 2010. However, good product reviews also have a strong influence: 87 percent of consumers said a favorable review has confirmed their decision to go through with a purchase.

“The increasing impact of online content on buying decisions cannot be ignored,” noted Cone president Bill Fleishman, in a statement. “Today’s marketers, no matter the product or service, must learn how to sway the conversation by connecting with those who have significant influence over their peers and will champion the brand message.”

Cone attributes consumers increasing reliance on online verification of purchasing decisions stems on “near-universal” access to the Internet and consumers rapid adoption of smartphones, which enable many to pull in product reviews and information at points of sale. Some 59 percent of respondents indicated they were more likely to research recommended products online because they can quickly get that information on their mobile phones.

Cone also found that Americans are about 25 percent likely to look for online verification of their intention for high-dollar purchases like cars: Cone found 89 percent would do so in 2011, compared to 72 percent in 2010. Consumers did not seem as interested in verifying their thoughts behind moderate- and low-cost purchases.

Cone also found that articles and blog posts are gaining traction as sources of product information, with 42 percent of consumers looking to articles and blogs for to verify recommendations in 2011, compared to just 28 percent in 2010. However, consumers still turn first to product information (69 percent) and consumer reviews (64 percent) as their preferred sources. Cone attributes the increased use of articles and blogs to verify purchase recommendations to traction and credibility blogs and particular authors have gained over time: it’s not so much the medium, as the trust consumers place in the specific reporters and writers.

Cone’s survey was conducted online from June 27 to 29 with a sample of 1,054 U.S. adults.

Smart Home

At KBIS 2019, LG brings its biggest lineup of Amazon Dash-equipped appliances

LG announced ahead of KBIS 2019 that its entire line of dishwashers and laundry appliances will now come pre-integrated with Amazon Dash, the online retailer's popular automatic replenishment program.
Mobile

Need a date for Valentine's Day? Cozy up with the best dating apps of 2019

Everyone knows online dating can be stressful, time-consuming, and downright awful. Check out our top picks for the best dating apps, so you can streamline the process and find the right date, whatever you're looking for.
Home Theater

From the Roku Ultra to the Fire TV Cube, these are the best streaming devices

There are more options for media streamers than ever, so it’s more difficult to pick the best option. But that’s why we're here. Our curated list of the best streaming devices will get you online in no time.
Computing

Need to combine a PDF? Here's how to get it done on both Windows and Mac

Sometimes juggling multiple files at once is more of a hassle than a convenience, especially when a single file would do. This quick guide will teach you how to combine PDF files on Windows, MacOS, or with online tools.
Social Media

‘Instagram egg’ embarks on a new adventure as man behind it is unmasked

The Instagram egg made global headlines recently after it became the most-liked post on the photo-sharing app. The person behind the account has now been revealed, as has his reason for choosing an egg for the stunt.
Social Media

Periscope tool adds guests to feeds so streamers can become talk show hosts

Periscope users can now invite viewers to chime into the conversation with more than just the comment tool. By enabling the option to add guests, livestreamers can add guests to the conversation, in audio format only.
Photography

Crouching, climbing, and creeping, the perfect Instagram shot knows no bounds

Just how far will you go for the perfect Instagram? A recent survey shows just how willing Instagram users -- and Instagram husbands -- are to climb, lie down, embarrass themselves or let their food go cold for the perfect shot.
Social Media

Facebook’s long-promised ‘unsend’ feature arrives. Here’s how to use it

Send a message to the wrong person? Messenger now gives you 10 minutes to take it back. After an update beginning to roll out today, users can now retract messages if they act within the first 10 minutes after sending the message.
Social Media

YouTube boss admits even her own kids gave the ‘Rewind’ video a thumbs down

YouTube's 2018 Rewind video went down like a lead balloon at the end of last year, becoming the most disliked video in its history. And now YouTube's CEO has admitted that even her own kids thought it was pretty darn awful.
Social Media

Snapchat finally recovers from its redesign — so here comes an Android update

Snapchat's drop in users after launching a controversial redesign has finally stagnated. During the fourth quarter and 2018 earnings report, Snapchat shared that the company is rolling out an Android update designed to increase performance.
Social Media

Skype’s new ‘blur background’ feature could help keep you from blushing

Skype's latest feature for desktop lets you blur your background during video calls. The idea is that it keeps you as the focus instead of distracting others with whatever embarrassing things you might have on show behind you.
Social Media

Twitter users are declining but more people are seeing ads every day

Twitter's end-of-the-year report for 2018 is a mix of good and bad news. The good news is that more users are seeing adds daily, the metric the company will focus on moving forward. But the bad news is that monthly active users are…
Web

Switch up your Reddit routine with these interesting, inspiring, and zany subs

So you've just joined the wonderful world of Reddit and want to explore it. With so many subreddits, however, navigating the "front page of the internet" can be daunting. Here are some of the best subreddits to get you started.
Computing

YouTube beats Apple, Netflix as the most trusted brand by millennials

The popular video sharing website YouTube climbed up in an annual Mblm study, moving up from third place in 2018 and coming ahead of both Apple and Netflix in final 2019 rankings.