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Executive Summary
Reading online reviews has become an integral part of the US shoppers path-to-purchase. More than three in four US shoppers
go online to read reviews. Online reviews are the second most trusted source of information behind friends and family and
actually rank ahead of peer recommendation in terms of being helpful in the shopping process. 73% of shoppers rank online
reviews are the most influential piece of content ahead of videos, photos and blogs that lead to conversion.
US shoppers are most likely to read reviews when purchasing electronic consumer devices. 68% of shoppers seek online reviews
when looking to buy smartphones, tablets and video game consoles among other gadgets. It is also common to read reviews
during purchase of long-term durables such as household appliances and automobiles. US shoppers overwhelmingly prefer to
visit Amazon to read reviews with seven in ten shoppers visiting the online retailer website to read reviews. Amazons popularity is
driven by the trust shoppers place on the retailer websites content with more than a third of US shoppers saying they trust
Amazon ahead of other retailer, brand, or review aggregator sites.
US shoppers arent simply looking for positive reviews to help them buy. 77% of shoppers read both positive and negative reviews
to get a balanced opinion of products and brands. In fact, more than four in five shoppers actively look for negative reviews online.
Shoppers who go around reading negative reviews are also 85% more likely to convert than shoppers who dont. Increasingly,
shoppers suspect censorship or fake reviews when they see a noticeable lack of negative reviews. Having negative reviews can
increase trust in the brand and/or retailer.
www.reviewmonitoring.com
Executive Summary
The two key parts of an online review that influence shopper choices are ratings and review content. Almost all shoppers reading
reviews pay attention to the rating score before deciding to dive deeper and read the text in reviews. Brands and retailers can
monitor the status of their product reviews in the following three steps:
Identify the drivers of positive and negative trends in NPS using word trees
www.reviewmonitoring.com
Table of Contents
1.
2.
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4.
www.reviewmonitoring.com
Table of Contents
5.
6.
7.
8.
www.reviewmonitoring.com
81%
Online reviews
rank above
experts,
bloggers, and
advertising
76%
76%
Online reviews
70%
Company website
67%
63%
Videos
63%
Online bloggers
55%
Marketing materials
55%
Social media
49%
Advertising
47%
0%
23%
45%
68%
90%
Top 3 most trusted marketing channels are earned media - friends/family, online reviews, and independent experts
More than 4 in 5 (81%) shoppers trust word of mouth from friends and family
More than three-quarter of shoppers (76%) trust online reviews from other customers
www.reviewmonitoring.com
More than four in five (81%) shoppers trust for of mouth from people they trust - friends and family. Peer recommendation has long been the most
trusted source of product or brand information among shoppers. It continues to stay influential even in a digital age when people can easily search for
information on-the-go.
The digital marketing source that comes close to imitating peer recommendation is online product reviews, not social media. Just over a three in four
(76%) of shoppers trust online reviews from posted by previous customers compared to less than half (49%) who trust social media.
A greater trust in online reviews stems from in-depth nature of the content posted by customers who share their purchase and usage experience.
Social media sites like Facebook, Twitter, and Instagram, on the other hand, are largely used to declare ownership with a view to gain social approval
for the purchase decision.
Online review sections on retailer websites like Amazon and Best Buy also have a well established structure that allow shoppers to sort reviews by
date, ratings, and relevance among others - a sense of control lacking in social media. The reviews, which sit at the bottom of the product page, act
like a pop-up community connecting past and future buyers of a product.
Reviews from other shoppers is also more authentic than opinion from experts. Shoppers trust online reviews more than the opinion of third party
experts (70%) and amateur bloggers (55%) - who may or may not have been paid for the review.
Shoppers also trust online reviews more than paid media outlets such as advertising (47%), and marketing materials like direct mail (55%). There is,
however, opportunity for brands to boost trust in information on company website (67%) by 7 incorporating product reviews in their own websites
instead of relying on online retailers.
www.reviewmonitoring.com
Online reviews
Online reviews
as helpful as
friends and
family during
purchase
decision
72%
Company website
68%
Marketing materials
62%
62%
61%
Videos
57%
Online bloggers
55%
Advertising
54%
Social media
50%
Infographics
45%
0%
20%
40%
60%
80%
More than 7 in 10 (72%) shoppers find online reviews helpful when making a purchase decision
Company websites (68%) and marketing materials (62%) are the most helpful owned media sources
Just over half find advertising (54%) and bloggers (55%) as helpful during the purchase process
www.reviewmonitoring.com
Greater accessibility of online reviews makes it more useful to shoppers who are considering a purchase. People can easily look up reviews on their
mobile devices while on-the-go compared to depending on availability and knowledge of trusted peers.
Compared to a small network of peers, online reviews provide more first hand information. Shoppers can read through a spectrum of positive to
negative reviews online giving them a broad sense of the product usage experience. While positive reviews can confirm that the product will meet
their expectation, negative reviews can caution them against potential pitfalls, help them find a fix, or direct them towards a better alternative.
Brands can leverage online reviews by incorporating them into their own website. More than three in five (68%) shoppers already find company
websites helpful in making a final purchase decision. Company websites that are largely limited to providing product and store information can
improve customer experience by adding reviews to the mix.
Reviews can also be incorporated into marketing materials sent to potential buyers. These marketing materials include direct mail, coupons, and
email newsletters among others. Already 62% of shoppers find marketing materials useful in their purchase decision process. Reviews from other
customers like them can help influence their purchase decision.
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10
73%
73%
Product reviews
Q&A
48%
47%
42%
Communities/forums
31%
30%
Retailers blog
28%
Podcasts
22%
0%
20%
40%
60%
80%
Nearly three in four (73%) shoppers are influenced by product reviews posted online ahead of all other online content
Just under half of shoppers are influenced by online Q&A (48%) and videos about the product (47%)
Images of other customers using the product influences more than two in five (42%) shoppers
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74%
Under $40K
22%
Male
78%
$40K to $80K
Female
78%
$80K+
0%
78%
79%
80%
35-54
75%
55+
Read Reviews
Do not Read Reviews
0%
89%
0%
18-34
81%
30%
Have children
underthe age of 18
90%
81%
Do no have children
under 18
60%
76%
0%
30%
60%
90%
14
22%
78%
87%
87%
Twitter
Facebook
Read Reviews
Do not Read Reviews
89%
70%
86%
81%
80%
90%
Online review readers actively use social media channels like Facebook (81%), Twitter (86%), and Instagram (87%)
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16
68%
68%
Household appliances
Electronics rank
above household
appliances and
cars when it
comes to reading
online
reviews
55%
Buying a car
52%
46%
Sit-down restaurants
35%
Local services
32%
Vacation packages
30%
Clothes
26%
Insurance policies
23%
Beauty products
22%
Renting a car
15%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
More than 3 in 5 (68%) shoppers read online reviews before making a purchase decision for electronics
Shoppers also read online reviews when buying household appliances (55%) and automobiles (52%)
More than 2 in 5 (46%) shoppers read online views while looking for hotel rooms or via services like Airbnb
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In the first discovery stage, when shoppers are looking at what options are available to them, they prefer starting online because it provides a bigger
range of electronic devices compared to physical stores.
In the second influence stage, when shoppers are trying to narrow down their choices online helps them compare two or more products side by side
for a better customer experience. As we have seen, consumer reviews play a pivotal role in the influence stage to drive shoppers towards a final
purchase decision.
Finally, in the conversion stage, when shoppers make the final purchase, they are more likely to find discounted prices for personal electronics like
smartphone, tablets, laptops, and video game consoles online than in physical stores. The same path to purchase applies for buying household
appliances - another category where shoppers are most likely to read reviews (55%). Increasingly shoppers also read reviews before buying a car
with more than half (52%) of them turning to online reviews before making a final purchase decision.
The top three categories that attract the most review reading shoppers - electronics, household appliances, and cars - are long term durables where
consumers approach the shopping process from the point of view that they are investing rather than just buying. As such it is important for them to
conduct a thorough research in the discover and influence stages before making a final purchase decision. This is where online reviews can come in
handy providing much needed first-hand account of product usage from people who have already bought the product.
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72%
Buying a car
64%
56%
Household appliances
48%
50%
59%
44%
Sit-down restaurants
48%
33%
37%
Vacation packages
29%
31%
Local services
28%
36%
Insurance policies
26%
Clothes
Female
20%
19%
32%
Renting a car
16% 13%
14% 14%
Beauty products 8%
Male
36%
Electronics is the top category among both men (72%) and women (64%) to read reviews before making a purchase
Women are more likely than men to read reviews when buying household appliances (59%) and clothes (32%)
Men are more likely than women to read reviews when buying cars (56%) and insurance (26%)
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20
66%
71%
Buying a car
47%
44%
52%
Household appliances
42%
57%
Sit-down restaurants
38%
Clothes
33%
53%
35%
25%
21%
68%
55%
42%
62%
33%
18-34 (Millennials)
35-54 (Boomers)
55+ (Seniors)
Electronics is the top category for millennials (66%), boomers (71%), and seniors (68%) to read reviews
Millennials are more likely than other age groups to read reviews for sit-down restaurants (38%) and clothes (33%)
Boomers are more likely than other age groups to read reviews for electronics (71%) and hotels/rooms (52%)
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21
Men and women across all age groups most likely to read
reviews for electronic consumer goods
Overall electronics is the top category among both men (72%) and women (64%) for which they read online reviews before making a purchase.
Men are slightly more likely to read reviews for electronics than women, which might largely be due to the fact that marketing for the category is
heavily targeted towards men than women. This is also the case for automobile and insurance. Men are more likely than women to read reviews
when buying cars (56%), renting cars (16%), and getting an insurance (26%).
In general, women are more likely to read online reviews than men with female shoppers leading men in seven out of the twelve categories surveyed.
Women read reviews when buying household appliances (59%), hotels (48%), restaurants (37%), vacation packages (31%), local services (36%),
clothes (32%), and beauty products (36%). This is largely because in most households women are the main shopper responsible for the purchase
decision.
Electronics is the top category for millennials (66%), boomers (71%), and seniors (68%) to seek out online reviews before making a purchase.
However, there are clear generational differences when it comes to other categories. Millennials are more likely than other age groups to read
reviews for sit-down restaurants (38%) and clothes (33%). Boomers are more likely than other age groups to read reviews for hotels and rental rooms
(52%). Seniors are the most likely age group to read reviews for household appliances (62%) and cars (55%).
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Amazon
Walmart
Amazon is
easily
the top
destination
to read reviews
online
37%
eBay
35%
25%
Target
23%
Online review
consumption destination
16%
CNET
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
24
4%
4%
5%
26%
27%
Walmart
eBay
Others
Dont Know
34%
Amazon
Amazon reviews are
perceived as the most
accurate
Amazon (34%) is perceived as the most accurate destination for online reviews ahead of eBay (5%) and Google (4%)
www.reviewmonitoring.com
25
69%
eBay
37%
Walmart
30%
29%
Target
19%
0%
20%
Female
shoppers more
likely to read
reviews on
Amazon,
Walmart and
Target
72%
32%
45%
22%
Male
26%
40%
60%
80%
100%
120%
Female
140%
160%
Amazon is the top online destination to read reviews among men (69%) and women (72%)
Women lead men in reading reviews at Amazon, Walmart (45%), Target (26%)
eBay and Google are more popular review destinations among men (37% and 29% respectively)
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As the top e-commerce brand, it is not surprising to see that shoppers rank Amazon reviews as the most accurate. In- built features that allow
shoppers to rank reviews as helpful and a Verified Purchase mark that points out shoppers who indeed bought the product from Amazon have built
the perception of accuracy. In addition, Amazons own fight against fake reviews also helps boost the perception of accuracy.
Overall shoppers prefer to read product reviews on retailer sites like Amazon, Walmart, and eBay over social media sites like Facebook or
aggregation sites like Google. More than a third of shoppers read reviews on Walmart (37%) and eBay (35%). In comparison, a quarter of shoppers
look up product reviews on Google (25%) and only 16% turn to Facebook for online reviews.
Retailer sites like Amazon, eBay and Walmart are more relevant and specific to the shopping occasion. Product reviews are easily available on
retailer sites and can be sorted by rating, date, and popularity giving shoppers greater control over how they read reviews. Facebook and Google, on
the other hand, need a lot more time and effort from shoppers if they are to find and get useful product reviews that help them make a purchase
decision.
This is slightly more true among female shoppers than men. Google, in particular, is more a popular review destination among men than women(37%
and 29% respectively). However, both men (69%) and women (72%), overwhelmingly prefer reading reviews on Amazon. Women also lead men in
reading reviews at Walmart (45%) and Target (26%).
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86%
Male
14%
85%
Female
85%
18-34
81%
35-54
55+
87%
86%
More than four in five (85%) shoppers read online reviews when researching what to buy
Both men (86%) and women (85%) read online reviews in the pre-purchase stage
Reading online reviews during research is common among Millennials (81%), Boomers (87%) and Seniors (86%)
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30
79%
75%
75%
75%
Thorough and
believable online
reviews motivate
consumers
to buy
70%
68%
64%
Advertising (Great)
60%
53%
0%
20%
40%
60%
80%
100%
Face to face word of mouth is the top influencer (79%) that tips shoppers from the research to conversion
Three quarter (75%) of shoppers are influenced by trustworthy online reviews in their path to purchase
Company websites (70%) are the most influential owned media channel ahead of in-store (64%) and ads (60%)
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32
79%
Shoppers read
reviews to gain
peace of mind
about their
purchase
decision
61%
53%
45%
A third
of shopper have
a price threshold
that motivates
them to read
reviews
37%
33%
33%
20%
40%
60%
80%
100%
Nearly four in five (79%) shoppers read reviews to make sure the product is well liked by others as well
Over three in five (61%) shoppers read reviews to make sure the product will meet their needs/requirements
Just over half (53%) read reviews to make sure they do not make a decision they might regret later
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The social proof that comes from shared experience of other shoppers is a powerful motivator towards making a final purchase decision. As such,
online reviews, primarily function to allay emotions of concern and uncertainty shoppers have around products and brands. Shoppers are first and
foremost scanning a product review to see that the brand or product is perceived positively by others.
After receiving positive emotional confirmation for the product, shoppers seek out practical information around product usage to make sure it does
what they expect from it. Over three in five (61%) shoppers read reviews to make sure the product works.
This is the functional motivation where shoppers are not only looking for confirmation that the product functions well but also for tips and tricks into
how they can potentially get more out of it. Such functional drivers in combination with emotional drivers put the shopper mind at ease and take them
closer to making a purchase decision. Finally, shoppers look for any red flags around the brand and product so that they do not have to regret the
purchase decision later in case they missed a problem that was quite obvious. Just over half (53%) read reviews to make sure they dont get ripped
off.
Not getting ripped off could be something price related along the lines of finding out where to get the cheapest price or a more valuable packaged
deal. It could also be related to product quality such as finding out that a better option exists out there. For many shoppers, it could be about safety
concerns around the product (45%) and vendor (37%). They would like to ensure that they get the right product delivered and it doesnt pose a risk
during usage.
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Half of all shoppers read reviews for products that cost $30
or more
Price threshold to read reviews
% who read online reviews if product costs over a certain amount
100%
81%
75%
50% of
shoppers will
read reviews if
product
is above $30
60%
45%
33%
19%
Up to $10
Up to $20
Up to $30
Up to $50
Up to $75
Up to $100
A third of shoppers go online to read reviews when products are $20 or below
Three in five (60%) shoppers read reviews for products that cost up to $50
All shoppers turn to online reviews when products cost more than $100
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Female
Male
100%
82%
86%
70%
Women have
a lower price
threshold than
men
77%
69%
52%
37%
24%
51%
38%
29%
14%
Up to $10
Up to $20
Up to $30
Up to $50
Up to $75
Up to $100
Half of women read reviews when product is $30 or less while half of men read reviews when product is $50 or less
More than four in five (82%) women read reviews for products $75 or less compared to only 69% of men
All men and women read product reviews when products cost more than $100
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A third of price conscious shoppers go online to read reviews when products are $20 or below. As expected, the figure starts growing as the price
increases. The share of shoppers reading reviews increases to three in five (60%) when the price of the product climbs to $50. All shoppers turn to
online reviews when products cost more than $100.
Men and women have different price thresholds that drive them to read reviews with women more likely to read reviews for cheaper products. Half of
women read reviews for products that cost $30 or less while half of men read reviews for products that cost $50 or less.
The greater likelihood of women reading product reviews for cheaper products stems from the differences in role men and women are responsible to
make purchase decisions in a household. While women make purchase decisions for categories that are bought regularly, men tend to be solely or
jointly responsible for durables that are a long term investment and come with a bigger price tag.
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13%
73%
8%
1%
5%
Very
Trustworthy
Somewhat
Trustworthy
Somewhat
Untrustworthy
Very
Untrustworthy
Dont
Know
More than four in five (86%) shoppers trust customer reviews they read online
Most trust is mild in nature with 73% saying they somewhat trust online reviews
Just over one in ten (13%) shoppers find online shoppers very trustworthy
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90%
90%
89%
88%
89%
91%
16%
19%
13%
17%
16%
15%
48%
47%
49%
45%
50%
48%
26%
24%
27%
26%
24%
28%
10%
10%
11%
12%
11%
9%
All Shoppers
Male
Female
18-34
35-54
55+
Happens never
Happens rarely
Happen sometimes
Happen often
Nine in ten shoppers believe people post fake reviews online with nearly half (48%) believing it happens sometimes
Men (90%) and women (89%) are equally likely to be suspicious of fake reviews online
Millennials (88%), boomers (89%), and seniors (91%) all believe that people post fake online reviews
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40
16%
84%
95%
68%
60%
57%
More than four in five (84%) shoppers trust online reviews from other consumers over celebrities and experts
Almost all shoppers suspect foul play when they see very few negative reviews compared to positive ones
More than 3 in 5 (68%) trust reviews more when they see both positive and negative reviews
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41
18%
15
26.1
4.35
2.35
82%
4.6
Time on Site (minutes)
3
Pageviews
More than four in five (82%) shoppers actively look for negative reviews during the research process
Shoppers who look for negative reviews spend five times as much time on the site consuming 5 times the content
Shoppers who look for negative reviews are 85% more likely to buy the product that all shoppers
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This lack of absolute trust in online review stems from fear of fake reviews. Nine in ten shoppers believe people post fake reviews online with nearly
half (48%) of all shoppers believing it happens at least sometimes. Men (90%) and women (89%) are equally likely to be suspicious of fake online
reviews. Shoppers across all key age groups - millennials (88%), boomers (89%), and seniors (91%) - are aware that people post fake online reviews
making this a key challenge that retailers need to address.
The most effective way in which retailers can address fake reviews and win shopper trust is by making reviews as authentic and transparent as
possible. One way of doing that is by encouraging more everyday shoppers, not celebrities and experts, to post reviews. More than four in five (84%)
shoppers trust online reviews from other consumers over celebrities and experts.
Retailers and brands can use verified purchase to guarantee that a review has not been paid for. 3 in 5 shoppers are skeptical that reviews have
been bought by companies and brands.
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43
The importance of negative reviews is highlighted in the fact that more than four in five (82%) shoppers actively seek out negative reviews. These
shoppers are more engaged in the research process as well spending more time and consuming more content than other shoppers who do not
actively seek out negative reviews.
Negative reviews also go a long way to converting browsers into shoppers. Online shoppers who seek and read negative reviews are 85% more likely
to buy the product compared to all other shoppers, showing that shoppers want a balanced opinion from online reviews and not just a glowing
account of how great a product is.
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44
11%
12%
9%
16%
11%
7%
77%
75%
79%
73%
76%
81%
9%
9%
9%
9%
9%
9%
All Shoppers
Male
Female
18-34
35-54
55+
Dont know
Nearly four in five (77%) shoppers read a mix of positive and negative reviews to make a purchase decision
Men (75%) and women (79%) read both positive and negative reviews during product research
Seniors (81%) are most likely to read a mix of positive and negative reviews than millennials (73%) and boomers (76%)
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46
71%
61%
49%
30%
16%
1 Reviews
2 Reviews
3 Reviews
4 Reviews
5 Reviews
6+ Reviews
Nearly half of shoppers (49%) read up to 3 reviews before making a purchase decision
Brands need at least six reviews to cover 100% of shoppers who read reviews to make a purchase decision
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47
( % shoppers )
55%
Check/compare prices
46%
46%
Read reviews
22%
78%
45%
Get coupons
45%
43%
41%
39%
Shoppers more
likely to read
online reviews
than look up
coupons or
access social
media
50%
Shop/browse online
33%
27%
Scan barcodes
0%
15%
30%
45%
60%
More than three in four (78%) shoppers use smartphones while shopping inside a store
Just under half (46%) use smartphones inside a store to read online product reviews
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Reading positive and negative reviews is common across gender and age groups. Both men (75%) and women (79%) read positive and negative
reviews during product research. Seniors (81%) are the most likely to read a mix of positive and negative reviews followed by boomers (76%) and
millennials (73%). Brands and retailers will do well if they do not remove negative reviews in fear that it could dissuade potential buyers.
Shoppers not only read reviews across both sentiments, but they read multiple reviews to form a holistic opinion of a product or brand before buying
it. Nearly half of shoppers (49%) read up to 3 reviews before making a purchase decision. Brands need at least six reviews to cover 100% of
shoppers who read reviews to make a purchase decision. It is imperative that brands follow-up new buyers encouraging them to leave an honest
review online.
Increasingly shoppers read reviews on-the-go using their smartphones while shopping inside a physical store. More than three in four (78%)
shoppers use smartphones while shopping inside a store. Among them, just under half (46%) use smartphones in-store to read online product
reviews. Brands and retailers need to make there product reviews accessible via mobile devices by either making their websites mobile friendly or
serving reviews through their mobile app.
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34%
53%
10%
1%
1%
1%
Very
important
Somewhat
important
Neither important
nor unimportant
Somewhat
unimportant
Very
unimportant
Dont
know
More than a third (34%) of shoppers say the overall rating score is very important
More than half (53%) of shoppers say the overall rating is somewhat important
Nearly 9 in 10 (87%) shoppers consider ratings important in making a purchase decision
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50
41%
49%
7%
1%
1%
1%
Very
important
Somewhat
important
Neither important
nor unimportant
Somewhat
unimportant
Very
unimportant
Dont
know
More than two in five (41%) shoppers consider the content of a review as very important
Nearly half (49%) of all shoppers consider the content of a review as somewhat important
9 in 10 shoppers say review content plays an important role in shaping their purchase decision
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21731
6051
Sony PlayStation 4
Xbox One
10585 - (49%)
Amazon
10717 - (49%)
Best Buy
429 - (2%)
Walmart + Target
2504 - (41%)
3412 - (56%)
135 - (2%)
Sony PlayStation 4 (PS4) has more than 3 times the number of online reviews as the Xbox One
PS4 reviews are evenly distributed across Amazon and Best Buy
Xbox One customers are more likely to post in Best Buy over Amazon
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0.9
0.5
0.0
Nov 2013
Feb 2014
May 2014
Aug 2014
Nov 2014
Feb 2015
May 2015
Aug 2015
10000
8000
6000
4000
2000
0
Nov 2013
Feb 2014
May 2014
Aug 2014
Nov 2014
Xbox One
Feb 2015
May 2015
Aug 2015
Sony PlayStation 4
Sony PS4 has been ahead of Xbox One in sales and reviews since its launch back in 2013
In terms of sale Sony had a more successful console launch while Xbox stood out during 2014 holidays
Xbox could not match Sonys initial burst of online reviews even during the 2014 holiday sale burst
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Sony PlayStation 4
58%
77%
61%
Overall NPS
59%
34%
Overall NPS
45%
27%
19%
Amazon
Best Buy
Walmart + Target
Amazon
Best Buy
Walmart + Target
Online NPS = (Percent of 5 star ratings) - (Percent of 1,2 and 3 star ratings). 4 star ratings treated as neutral
Sony PS4 has twice the overall NPS of Xbox One across all retailer sites
Both consoles score well in Best Buy, Walmart and Target
Sony outperforms Xbox One among Amazon reviewers with Xbox scoring a 19% NPS
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Sony PS4 positive reviews are driven by PlayStation fans and the products suitability as an ideal gift to friends, family members and significant
others
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Sony PS4 negative reviews are driven by a common device based error nicknamed the blue light of death
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Positive reviews for the Xbox one are driven by its impressive voice based controls
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Negative reviews for Xbox one are driven by its poor customer service
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Using ratings to calculate an online NPS not only provides an overall view at reviews left by customers but also helps a brand understand how it
might be impacting prospective customers who glance at the overall rating score while making a purchase decision.
Online NPS can also be used to compare brands against competitors for each review platform showing helping brands identify customer pain points
as well as where it should focus its marketing efforts. The overall NPS scores for Sony (61%) and Xbox (34%) show that Sony is better positioned to
convert prospective buyers who read up on reviews during research. The NPS score of 19% for Xbox reveals that it needs to focus on its Amazon
customers to turn things around.
The final step in analyzing online reviews is to understand what is driving negative as well as positive sentiment among shoppers which can be done
via word trees. Word tress reveal that Xboxs lower NPS is driven by a record of poor customer service when buyers contacted Microsoft postpurchase. Sonys positive reviews are driven by its legion of fans and customers who are pleased to find it acts as suitable gift for their loved ones.
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References
2015 Consumer
Trust Survey
Experticity, 2015
The
State of Content
Adobe, 2015
YouGov Omnibus
Online Reviews
YouGov, 2015
Reevoo, 2014
2015 holiday
survey
Deloitte, 2015
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