“Our latest research reveals four-out-of-five consumers have changed their minds about purchasing a recommended product or service based solely on negative information they found online. This is up from just 67 percent of consumers who said the same in 2010. Online information, a trustworthy source for 89 percent of consumers, has the power to make or break a product recommendation.
Key Findings Include:
87% of consumers agree a favorable review has confirmed their decision to purchase
59% report they are more likely to research recommended products online because they can easily access applications on their mobile phones
Americans are nearly 25% more likely to verify recommendations for high-cost purchases, such as cars, today than they were in 2010 (89% today vs. 72%)”