9 in 10 Brits look for reviews online before they buy

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New research has revealed that 9 in 10 Brits have consulted online review sites before making a purchase, with more than 94% saying that hotel reviews are a big influence on their final decision.

Carried out by Rated People, the survey showed that half of respondents trust the opinions shared by other consumers, with 71% saying that online reviews empower customers.

Checking review sites such as TripAdvisor has become standard practise for many before booking a hotel stay or holiday, with almost all of those questioned (94%) citing online reviews as vital.

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Sixty per cent of people have looked at a review site in the last month, while 58% of people have actually posted a review or feedback on one of these web pages. The research also highlighted that 50% of people trust the information provided in an online review, compared with just 9% who don’t.

Chris Havemann, CEO of Rated People said: “At Rated People, we’ve seen how online recommendations are providing real consideration for consumers making a purchase decision. However, while online reviews can add colour and offer individual experiences, it is important that consumers recognise that they should form one part of the overall decision-making process.”

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