• by Jack Loechner , Staff Writer @mp_research, December 10, 2007

Online Consumer Reviews Impact Offline Purchasers

A new study conducted by comScore with The Kelsey Group, shows that nearly one out of every four Internet users reported using online reviews prior to paying for a service delivered offline by restaurants, hotels, travel, legal, medical, automotive and home services, Of those who consulted an online review, 41 percent of restaurant reviewers subsequently visited a restaurant, while 40 percent of hotel reviewers subsequently stayed at a hotel.

Based on the survey of more than 2,000 U.S. Internet users in October 2007, consumers were willing to pay at least 20 percent more for services receiving an "Excellent," or 5-star, rating than for the same service receiving a "Good," or 4-star, rating. 

More than three-quarters of review users in nearly every category reported that the review had a significant influence on their purchase, with hotels ranking the highest at 87 percent. Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.

Consumers were willing to pay between 20 percent and 99 percent more for an Excellent rating than for a Good rating depending on the product category.

Brian Jurutka, senior director, comScore Marketing Solutions, said "This study underscores the importance of providing not just good, but excellent service if a business hopes to generate... consumer reviews... (that) result in greater sales."

 For more information, please visit comScore here.