Online reviews = offline sales

Shoppers place so much trust in independent online reviews of services like hotels and restaurants that they are willing to pay almost twice as much for them, according to a comScore study reported by ClickZ.

The study found that online, consumer-created reviews have a big impact on prospective buyers, so much so that people are willing to pay up to 99% more for services after reading positive online reviews about them.

Almost 25% of those who eventually pay for local services – anything from restaurants or hotels to mechanics – read online reviews before making a choice, the study of over 2000 internet users in the US found.

The study showed consumers were so trusting of online reviews, they were willing to pay at least 20%, and up to 99%, more if a company was rated excellent or five-star than if a business received a good, or four-star, rating. The study was based on 2078 survey respondents, including 508 who used online consumer reviews.



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