Pollsters Opinium Research quizzed 2,008 adults in the UK in July this year for Feefo, an independent feedback forum that works with a number of etailers, to quiz customers on just how much impact feedback actually had on their purchase decisions.
The research found that 53% of consumers are more likely to make a purchase of a product if it had good product reviews from past customers online; and 51% look for good service reviews about the store staff.
More than one in 10 online shoppers (11%) has either parted with money on a bogus website or knows someone who has, according to the poll . “Security is a big issue and independent customer feedback gives shoppers peace of mind when purchasing online”, warns Feefo founder Bill Cawley.
To find out more about the research see our Trends feature