Bad Online Reviews Change Minds of 4 of 5 Consumers

It Pays to Keep Online Content Positive: New Cone research finds that four-out-of-five consumers have changed their minds about a recommended purchase based solely on negative information they found online. 

This is up from just 67% of consumers who said the same in 2010, according to the 2011 Cone Online Influence Trend Tracker. 

Other study highlights include:

• Positive information has a similar effect on decision making, with 87% of consumers agreeing a favorable review has confirmed their decision to purchase. But negative information is gaining traction and is now just as powerful in tipping the scales against a recommended purchase.

• Consumers turn to product/service information and customer reviews, but blogs are gaining traction, with 42% reading articles or blog posts about products and services, compared to 28% in 2010.

• Online product or service information is literally at consumers’ fingertips with nearly three out of five (59%) reporting that they are more likely to research recommended products online because they can easily access applications on their mobile phones, and 81% crediting widespread access to the Internet.

Source: Cone