Customer reviews ''impact offline spending''

Consumer-generated reviews have a direct effect on how much customers are willing to pay for goods bought offline, according to a new study.

Research carried out by comScore and the Kelsey Group found that shoppers would pay 20 per cent more for a purchase that was rated ´excellent´ in a shopper review than one listed as ´good´.

Some 24 per cent of internet users polled said they used online reviews in advance of utilising an offline service, with 41 per cent of those checking restaurant reviews subsequently dining at recommended establishments.

"These data show the importance of local service review sites in consumers´ purchase process," said Steve Marshall from the Kelsey Group.

"With such a large percentage of review users subsequently purchasing, it´s vital that local service providers have a positive presence on these review sites."

The report revealed that of those checking customer reviews for hotels, 87 per cent felt it affected their purchase decision.

A study from e-consultancy and cScape showed recently that 77 per cent of firms think that engaging customers has become more important over the last year.
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