Online Consumer Reviews' Influence Over Purchases, December 2014 [CHART]

Almost 8 in 10 American adults read online consumer reviews for product and services before making a purchase, with this figure relatively constant across generations, according to a survey from YouGov. The study analyzes the use of online reviews from a variety of angles, finding that a bare majority (51%) of those who read consumer reviews generally read at least 4 before feeling that they have enough information to purchase a product or service. Of note, respondents aged 55+ tend to read fewer reviews, with 58% needing to only read 1-3, as opposed to 46% of respondents aged 18-34. Men also report being likely to read fewer, as only 42% read at least 4, compared to 60% of women. Read the rest at MarketingCharts.