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.