Weber Shandwick conducted Buy It, Try It Rate It, a survey among American adults who recently purchased one or more consumer electronics.
Our study with KRC Research shows that consumer product reviews are used for more than consultation – they impact purchases. The majority of potential consumer electronics purchasers (65 percent) are inspired enough by a consumer review to select a brand they had not originally considered and the average buyer consults 11 consumer reviews when making a decision. These potential buyers pay considerably more attention to consumer reviews than professional reviews, by a margin or more than three to one (77 percent vs. 23 percent).
Buy It, Try It, Rate It provides five rules of engagement for consumer electronics marketers.