Online Reviews Impact Offline Purchasing Behavior

by Dan Blank on November 30, 2007

A new study shows the impact of consumer-generated reviews on offline purchasing behavior:

“The study examined the offline sales impact of online reviews for restaurants, hotels, travel, legal, medical, automotive and home services. Nearly one out of every four Internet users (24 percent) reported using online reviews prior to paying for a service delivered offline.”

“The study… revealed that 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.”

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