Online merchant reviews information favored, highly trusted

Beijing Time June 27 news, according to foreign media reports, in restaurants, cafes and other local commercial venues before consumption, today's netizens will be in advance online inquiries consumers, social network friends of the comments and evaluation. More and more consumers are paying attention to online reviews, but the number of comments reading has declined, and social networks such as Twitter and Facebook have become increasingly important consumer advisory platforms, according to a 2013-version survey published by US professional agencies. In addition, online reviews are highly trusted.

Brightlocal, the US market research firm, conducted a "2013 Local Consumer Review Survey", which surveyed 3,600 U.S. and Canadian consumers in the first quarter of this year. A total of 14 questions were sent to the survey, with 2100 respondents responding and 90% American consumers.

Surveys show that more and more consumers will search for other comments on the internet before they are consumed by local businesses. This year's survey showed that 85% of respondents would do so, compared with only 76% in last year's survey.

Obviously, consumers and netizens are becoming more and more familiar with the practice of reading online comments, which has become a logical step for daily consumption. More and more network reviews, channels more and more, which makes consumers more easily in consumer decision-making.

--on the frequency of reading business reviews, 67% of consumers read 6 comments or fewer, compared with the 2012 survey, the proportion of people reading more than 7 reviews declined.

Compared to a year or two ago, consumers are making decisions faster than they have in the past before deciding whether a merchant is trustworthy or not. For local businesses, this means they have to pay more attention to their online reputation, and their latest comments will affect consumers ' trade-offs.

Brightlocal pointed out that in the face of negative evaluation, local business owners should also learn to deal openly. In addition, a positive evaluation of the number of increases will also allow negative evaluation to accelerate the sinking.

In how online public opinion affects consumption decisions, 73% of consumers say that other netizens ' positive comments will make them more trusting of a merchant, compared with just 58% in 2012. Only 12% of consumers said they would not consider the comments on the web at all, a ratio of 17% from last year and a significant drop.

The survey results show that positive evaluation has a real impact on consumption decision. Compared with the past, the reputation of the merchant is more open and easy to obtain than before. Consumers can realize that there is a lie behind the propaganda of the merchant.

On the dissemination channel of consumer reviews, the survey shows that 72% of respondents recommend good merchants to their friends through the mode of real word-of-mouth communication. In addition, social networks such as Twitter, Facebook and Google + are becoming important communication channels for consumer reviews.

The survey shows that social networking becomes a more important consumer consultation platform, which means that merchants must pay more attention to the promotion of social networks.

On the credibility of the network reviews, 79% of respondents said that the network comments on the trust, comparable to friends and relatives of the proposal, 21% of respondents said that online reviews less credibility than friends suggest.

The result is very relevant. Many people will question whether it is really trustworthy to say it online, but the investigation gives a convincing result.