We recently conducted a survey with our general consumer panel to explore consumer’s online decision-making process, in which over 320 respondents participated in the survey. The findings reveal that the majority of respondents find online review to be a critical piece to their purchasing decision.
Respondents who participated in the survey fall in the following demographic bracket:
– Male (44%), Female (56%)
– Millennial (22%), Generation X (40%), Boomer (31%), Silent (7%)
– Urban (55%), Suburban (34%), Rural (11%)
How do they surf the web?
In general, the most popular platform of web surfing is computer, as indicated by 63% of the respondents, followed by phone (25%) and tablet (12%). When cross-tabulated this particular dataset with age/generation data, we found out that phone usage, in terms of web surfing, declines by increase in age.
Interestingly, when it comes to surfing the web on tablet PCs, the data reveals that baby boomers were far ahead of other generations. This perhaps should be a sign for businesses to optimize their web pages for various mobile platforms, regardless of their customer base.
Do they trust online reviews?
98% of the respondents indicated that they generally trust online reviews, and they develop higher confidence with the product or service after reading 6 or more reviews, which are posted within a month. Millennials and Generation X respondents tend to read more reviews (11+) before making a purchasing decision.
Furthermore, when they were asked if they trust online reviews as much as peer recommendations, a striking 84% of the respondents agreed that they do.
Where do they read reviews?
42% of the respondents indicated that they find the reviews through major search engines (Google, Bing, Yahoo, etc.), followed by Amazon at 28% and major social media (Facebook, Twitter, YouTube, etc.) at 21%. Surprisingly, while Yelp is considered to be a popular business review resource, only 6% of our respondents indicated that they use Yelp for business review. Other sources included consumer reports and manufacturer websites.
92% of the respondents indicated that they find better deals as a result of reading online reviews. Our data revealed that social media sites ranked as number one places for discount deals, followed by Amazon and search engines.
Our findings is further illustrated in the infographic below: