Online Ratings Influence Purchases

The 2011 Cone Online Influence Trend Tracker finds that 80 percent of  consumers have changed their minds about purchasing a recommended product or service based solely on negative information they found online. This is up from just 67 percent of consumers who said the same in 2010.
Positive information has a similar effect on decision making. 87 percent of consumers say a favorable review has confirmed their decision to purchase. As compared to one year ago, consumers are more likely to purchase when they can find online recommendations to support offline advice.

Image: dan /

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