Consumers hungry for reviews are most likely to search for them online, according to the research. This strategy was even more popular than more social methods of sourcing reviews, such as emailing friends or soliciting opinions from followers on social networks. In other words, consumers may not be passing over professional reviews in favor of the advice of people known to them. Instead, they seem to believe that other consumers, even strangers, are more likely to have had the kind of hands-on experience with a product that is relevant to their own purchase decision. Read the rest at eMarketer.