The Internet has been a showcase for brands and consumers for years. Word of mouth has also moved to the digital world thanks to reviews, which have a great power of influence on buyers. With the great sea of offers that are at our disposal, the opinions of third parties constitute a beacon in the closed night that strongly attract or repel, even in physical establishments.
To be more specific, 70% of consumers are willing to spend more if they have seen positive reviews. On the other hand, 47% value online ‘reviews’ as a determining factor for the purchase, this figure being even higher in the youngest, with 60%.
These Are Some of The Conclusions of The Report
Online reviews the sales lever in post-covid retail’, prepared by Apache Digital, part of LLYC and Appirio. Its objective is to find the level of impact that the reviews of other users have on the purchase intention in retail.
The report estimates that from 3.97 it is a positive rating, and from 2.31 a negative rating. It is obvious that the higher it is and the closer Indian phone number it is to 5, the more it will convince the potential client. However, a good review not only encourages the “click”, because it also impacts purchases in physical stores and in e-commerce. Up to 70% of respondents report increasing their average ticket when exposed to positive reviews. Those aged 16 and 24 are much more predisposed and raise the figure to 80%. The least are, how could it be otherwise, those between 55 and 65 years.
The Sectors and Aspects Most Influenced by Reviews
If we look at the sectors in which opinions as such have the most impact, electronics, household appliances and health stand out. They are closely followed by workshops, training, insurance, beauty and wellness.
Above all, The volume of reviews is also important when it comes to trusting the credibility of the testimonials. The range that consumers value the most is between 50-200 and only 17% trust if there are between 1-50 comments. This implies that the consumer demands volume to build trust. Also, younger generations (16-24 years old) are more likely to want to see volume in these reviews, between 100-200.
In addition, consumers also appreciate that more variables are included, such as the relationship between quality and price, the brand, the location or the COVID protocol. For Generation Z, online reviews are in third place, only after price/quality and shop assistants. For consumers over 40 years of age, it drops to number 9.