Consumers are more likely to make a purchase based on good reviews they’ve read online than recommendations from their parents, friends and even the super-influencers, the celebs.
Research by ratings and reviews platform, Feefo, also found that the only thing that would more likely to make a purchase, other than a positive review, is an appealing discount or promotion.
Good reviews came second only to substantial discounts and cut-price promotions, beating celebrity endorsements and recommendations from friends and family in the influence stakes.
The vast majority (85%) said they ‘always’ check reviews on these occasions before making a purchase. But 79% said a discount or promotion was most likely to result in a purchase, while Three-quarters (75%) said good review. Less than half (47%) said a good recommendation from their parents was the most likely to end in them making a purchase, ahead of celebrity endoresments (41%) and recommendations forom friends (36%).
One in ten respondents (9%) stated that they were more likely to make a purchase based on the recommendation of sales advisors, while a further one in fifteen (6%) agreed that they would be influenced by ‘being intoxicated due to alcohol’.
Andrew Mabbutt, CEO at Feefo, said: “Of course we know how valuable reviews are, but the fact that they come out as more influential than the recommendations of family, friends & celebs is going to be a surprise to many. It’s clear that people are more trusting & eager to get recommendations from real consumers who have first-hand experience, and reviews provide a reliable way to gauge the quality and value of a product or service.”