Online shoppers reject advertising

Online shoppers are not taken in by online advertising, and are turning to customer reviews, forums and blogs to help shape their decisions. New research by More Computers found that 66 per cent of UK online shoppers are most influenced by the opinions of fellow customers. Features like video reviews have yet to capture the imagination of even the most experienced online shoppers.

Web 2.0 features and online advertising exerted the least influence, at 37 per cent and 36 per cent respectively. "Customer reviews are very powerful, and video reviews will soon catch up in popularity," said Brian Trevaskiss, operations manager at More Computers. "Video sites like YouTube are full of product reviews and, when you've seen a good one you're converted. Nothing beats getting your hands on a new gadget, but it's not possible when you're shopping online."

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10 Comments

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dugbug said,
Here come the viral fake youtube reviews

-d

Good thing there's nothing worth going to YouTube for.

I love when people do reviews.

Newegg example:
Pro: bla bla bla....
Cons: the shipping, it took a week to get to my house wtf???.

The shipping as a con for the product review? Smart people.

Doli said,
I love when people do reviews.

Newegg example:
Pro: bla bla bla....
Cons: the shipping, it took a week to get to my house wtf???.

The shipping as a con for the product review? Smart people.

Unfortunately, a LOT of the Newegg reviews I have been seeing have little to do with the actual product.

Its not only what the person complains about (such as the *shipping*, or if they don't know how to work it), but the fact they rate it 2 out of 5 or something else, which brings down the average for the product.

I saw one user complain that a fan/heatsink didn't come with the bracket needed for his motherboard. It was a Socket 478 fan/heatsink and came with all the correct stuff (I ordered one and it worked great!). It was obvious that the person didn't even have that type of socket in the first place. He gave the item a very low score because he didn't know what he was doing and ordered the wrong product.