6683 0 3 econsultancy_xml <p>Although the percentages were slightly higher for younger shoppers, it found that all age groups were reading and acting on online reviews, and that 69% of respondents said they had shared them with friends, family or colleagues. </p> <p>Pat Conroy, vice chairman and US consumer products group leader at Deloitte &amp; Touche USA, said: </p> <blockquote> <p> <em>“In the past, clever marketers and advertisers shaped brands, but now consumers are increasingly empowered, everyone has a voice, and information and opinions are instantly dispersed. Consumer product companies need to determine how best to capitalise on this new landscape. Clearly, there will be consequences for those who don’t.”</em> </p> </blockquote> <p>As well as manufacturers, retailers are also recognising the importance of user reviews – in our recent <a href="http://econsultancy.com/reports/social-commerce-report-2007">Social Commerce Report</a>, 28% of online sellers had already started to display them on their sites, while more than half (52%) said that they were considering doing so. </p> <p>In addition, <a href="http://www.deloitte.com/dtt/press_release/0,1014,sid%253D2283%2526cid%253D173666,00.html">Deloitte’s survey</a> found consumers were looking at a wide range of factors before deciding between brands - including many that can be influenced by user reviews. Conroy added: </p> <blockquote> <p> <em>“Information about products, pricing, ingredients and sourcing, as well as corporate practices around labour, environment, healthcare and other issues is now instantaneously available to potential customers – and, increasingly, consumers are making decisions based on this information.”</em> </p> </blockquote> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Although the percentages were slightly higher for younger shoppers, it found that all age groups were reading and acting on online reviews, and that 69% of respondents said they had shared them with friends, family or colleagues. </Paragraph> <Paragraph>Pat Conroy, vice chairman and US consumer products group leader at Deloitte &amp; Touche USA, said: </Paragraph> <Block> <Paragraph> <Quote>“In the past, clever marketers and advertisers shaped brands, but now consumers are increasingly empowered, everyone has a voice, and information and opinions are instantly dispersed. Consumer product companies need to determine how best to capitalise on this new landscape. Clearly, there will be consequences for those who don’t.”</Quote> </Paragraph> </Block> <Paragraph>As well as manufacturers, retailers are also recognising the importance of user reviews – in our recent <Link URL="http://econsultancy.com/reports/social-commerce-report-2007" Window="Self">Social Commerce Report</Link>, 28% of online sellers had already started to display them on their sites, while more than half (52%) said that they were considering doing so. </Paragraph> <Paragraph>In addition, <Link URL="http://www.deloitte.com/dtt/press_release/0,1014,sid%253D2283%2526cid%253D173666,00.html" Window="Self">Deloitte’s survey</Link> found consumers were looking at a wide range of factors before deciding between brands - including many that can be influenced by user reviews. Conroy added: </Paragraph> <Block> <Paragraph> <Quote>“Information about products, pricing, ingredients and sourcing, as well as corporate practices around labour, environment, healthcare and other issues is now instantaneously available to potential customers – and, increasingly, consumers are making decisions based on this information.”</Quote> </Paragraph> </Block> </FormattedContent> 2007-10-02T09:49:00+01:00 0 1 econsultancy_xml <p> <strong>A new survey from Deloitte &amp; Touche has provided more evidence of the influence of user-generated reviews on consumers, as well as their growing significance for brands and etailers.</strong> </p> <p>The study focused on US shoppers, and found that of the 62% of respondents that read user reviews, more than 80% had been ‘directly influenced’ by them – i.e. the reviews had either confirmed their initial choice or changed their mind. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>A new survey from Deloitte &amp; Touche has provided more evidence of the influence of user-generated reviews on consumers, as well as their growing significance for brands and etailers.</Emphasis> </Paragraph> <Paragraph>The study focused on US shoppers, and found that of the 62% of respondents that read user reviews, more than 80% had been ‘directly influenced’ by them – i.e. the reviews had either confirmed their initial choice or changed their mind. </Paragraph> </FormattedContent> false 1801 364344 Brands under user review spotlight, says study false 2007-10-02T09:49:00+01:00 brands-under-user-review-spotlight-says-study 2009-04-28T22:59:08+01:00 2009-04-28T22:59:08+01:00 191