• Tech Web, Wednesday, August 16, 2006 11:30 AM

Opinion is crucial in helping people determine which products and services they should use. But new research from JupiterResearch says the growing phenomenon of consumer-generated media is proving disruptive to Web sites offering professional reviews and ratings. The company found that 77 percent of online shoppers regularly read consumer product reviews and ratings. Viewers were increasingly loyal to stores that feature product feedback. Another survey found that 22 percent of online consumers who leave feedback on forums tend to purchase more online. Content created by consumers is gradually replacing experts in terms of effectiveness. If there's a product you really love, some consumer will create a Web site about it. There's no greater product endorsement. "The days of reading some review from an expert is dwindling because people want to obtain their information from other users," says one analyst. If the social network is built around a topic--say travel or cars--you can link to the person's profile who wrote the review, then see if their likes and dislikes match yours.

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