Online shoppers influenced by user-generated content

User-generated content is highly influential on consumers when making online purchases, it has been claimed.

According to Ben Camm-Jones, news editor of Web-User, people tend to trust feedback from other internet shoppers in determining whether to make a purchase.

However, he went on to say that the validity of such content is debatable, noting that customer feedback could be subject to manipulation.

Mr Camm-Jones commented: "User-generated content is already being used by advertisers. Any sensible online retailer is asking their buyers for feedback - allowing their customers to rate products, [and] add their own reviews.

"I think that any sensible retailer has got to put those features on their website because people do trust what other people say, although whether it is genuine or not is another issue.

"You have got to make sure that it is not being manipulated by other people or competitors. It is incredible the amount of importance your average consumer places on these sort of things."

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