Do consumers really pay attention to reviews?
The latest research indicates that Consumer Reviews are more valuable than ever for brand influence on the consumer decision making process. The study found that no reviews are almost as bad as low reviews.
Brands need to see the review generation process as a revolving door; they need to generate new reviews on a regular basis to keep converting new searchers into customers. The quantity and recency of reviews is not as relevant as the overall rating as most reviews will never be read by the customer and reviews over 3 months old are no longer considered relevant.
The results clearly show that Reviews do play a very key element in influencing consumer attitudes.