Study: Negative reviews have increasing impact

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Boston—The influence of negative reviews on social sites is increasing, according to a new survey, with 80% of respondents saying poor reviews have caused them to change their purchasing decisions. According to the “2011 Online Influence Trend Tracker” study from marketing company Cone Inc., this compares with 67% a year ago who reported changing their minds after reading a negative review. Confidence in positive online reviews also is growing, with 87% of respondents saying that thumbs-up comments influence their decision to buy, versus 80% in last year's report. Cone's online survey was conducted in June with 1,054 respondents.
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