According to Ad Age Digital product reviews are the most common form of consumer-generated content – and the most influential. Peer to peeer reviews are the number one pre purchase influencer online.
Turning to other consumers “just like me” was highlighted in the Twinsumer Trend from Trendwatching.com. Looking for advice and referrals from peers has exploded from 20% to 68% in the last two years. (Edelman, January 2006). JupiterResearch reports that the number of online buyers who cite customer ratings and reviews as the most useful shopping site feature has more than doubled from 2005 to 2006. The study also found that ratings and reviews are nearly as valuable of a shopping resource as store web sites, search engines, and in-store visits. (JupiterResearch, August 2006)
Ã¢â‚¬Å“Product reviews written by real people are perhaps the most underappreciated slice of the consumer-generated-media universe, the explosion of which has captivated the advertising and media worlds. But as marketers fixate on getting their virals on YouTube and making friends on MySpace, these relatively unsexy product write-ups have quietly become the most common form of consumer content Ã¢â‚¬â€ Forrester puts it as the most-used form of peer-generated content Ã¢â‚¬â€ not to mention the one with the most direct impact on purchase decisions.Ã¢â‚¬Â commented BazaarVoice, an Austin, TX company that tracks product reviews.
If you have product reviews on your site – and you should – take this to the next level and syndicate the content with an RSS feed.