7 in 10 adult consumers in the US and UK read consumer reviews before making purchase decisions, details Bazaarvoice in newly-released survey results. The company says reviews are consulted more than any other content – a result not too hard to believe given other research suggesting that 8 in 10 American consumers trust online customer reviews as much as personal recommendations. At the same time, Bazaarvoice finds a healthy level of skepticism about the validity of those reviews: roughly 1 in every 2 survey respondents believe one or more reviews they read online is fake. (more…)
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Half of Adult Consumers Believe Some Online Reviews Are Fake
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