Customer Reviews Build Brand Trust - eMarketer

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Customer Reviews Build Brand Trust

July 25, 2007

About eight in 10 US shoppers trust brands which offer customer ratings and reviews more than those that do not, according to a poll conducted in May and June 2007 by Bazaarvoice and Vizu.

Three-quarters of shoppers said that reading customer reviews before making a purchase was very or extremely important. Peer reviews were preferred over expert reviews by 6 to 1.

Shoppers considered ratings and reviews to be the most useful e-commerce site features, followed by product comparisons, product navigation and privacy information.

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