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CompUSA: Shoppers Value Customer Ratings

Of 2,000 CompUSA shoppers surveyed in August 2006, 81% indicate that customer ratings and reviews are an important component of their product research and planning process. The survey, conducted by WOMMA member company Bazaarvoice along with iPerceptions, shows that both positive and negative reviews contribute to the purchase decision. Some shoppers even indicate that they consult ratings and reviews before making any online purchase.

Other findings:

* 86% of repeat customers place importance on customer ratings and reviews, versus 82% of one-time buyers, suggesting that the feature helps foster customer loyalty.

* Shoppers that were "very likely" or "somewhat likely" to make a purchase considered ratings and reviews more important (85%) than shoppers unlikely to purchase (70%).

* The importance of ratings and reviews was highest (88%) for shoppers under 18 and lowest (70%) for shoppers 45 and older.

Learn more (Bazaarvoice)
http://www.iperceptions.com/4105/04_02_press_releases2.asp

Posted by WOMMA Editor on November 24, 2006 9:01 AM

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