WOMMA reports Eight out of 10 U.S. shoppers trust brands that use customer ratings and reviews functionality more so than their review-free counterparts, according to a July survey from WOMMA member companies Bazaarvoice and Vizu Corporation. The survey also found that 75% of shoppers say it is “extremely” or “very important” to peruse customer reviews before making a purchase decision.
Other findings:
* 85% of consumers prefer peer reviews over expert reviews.
* U.S. shoppers rate customer reviews as the most useful site feature (44%) over product comparison (15%), product navigation (12%), and privacy information (11%).
