NEW YORK (Oct 9, 2008)—Online product research is very popular in the UK and traffic to price comparison sites is up as consumers try to stretch every penny. Sites devoted to customer feedback—such as company and product reviews—are gaining popularity. According to a YouGov survey, 62% of UK online shoppers said they consulted such online communities before making a purchase.
The European Interactive Advertising Association’s (EIAA’s) “Mediascope Europe Study” indicated that in 2007, UK consumers were more likely than other Europeans to be influenced by online information.
Some of the reasons consumers depend on ratings and reviews include: trusting consumer communities over retailers; getting unbiased facts about products and services; and finding the best deal available.
It is no surprise that ratings, customer reviews, product comparisons and product images were judged the most useful features of retailers’ Websites. But customer reviews were most trusted only when both positive and negative reviews were shown. Retailers are increasingly keen to offer reviews and ratings to help consumers make a purchase decision.
“Websites for job recruitment, banking and utility companies have also seen a spike in site traffic due to the credit crunch,” says Karin von Abrams, eMarketer senior analyst who specializes in the UK online advertising market. “So these sites would now offer a great opportunity for marketers to advertise.”
For more information on UK online advertising or to speak with Ms. Abrams, contact the media staff listed below.
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