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81% of Online Holiday Shoppers Read Product Reviews

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It's no secret that reviews and ratings can affect a customer's purchasing decision, and today, Nielsen Online has released data showing just how powerful those reviews can be.

  • 81% of online holiday shoppers read a product review at some point during the shopping process.
  • 71% said that customer reviews made them feel better about their purchase
  • 63% agree that having more than one review on a product is important
  • 14% looked for reviews from an established source
  • Only 3% sought out reviews from people they knew personally.

Marketing of any kind starts with the product. If you have a solid product, it will be so much easier to advertise it. Plus, you're more likely to have a positive experience with marketing that is out of your control, like reviews, ratings, and word-of-mouth. All of these things can show up in search results, especially the more clicked upon organic search results.


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