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ComScore, Inc. a leader in digital media research along with the Kelsey Group, UK conducted a study for understanding the impact of online consumer reviews on offline purchase behavior. They examined the impact of consumer-generated reviews on the price consumers were willing to pay for a service delivered offline.

The study examined the offline sales impact of online reviews for restaurants, hotels, travel, legal, medical, automotive and home services. Nearly one out of every four Internet users (24 percent) reported using online reviews prior to paying for a service delivered offline. Of those who consulted an online review, 41 percent of restaurant reviewers subsequently visited a restaurant, while 40 percent of hotel reviewers subsequently stayed at a hotel.

Online Reviews Very Influential in Offline Purchase Decisions

More than three-quarters of review users in nearly every category reported that the review had a significant influence on their purchase, with hotels ranking the highest (87 percent). Ninety-seven percent of those surveyed who said they made a purchase based on an online review said they found the review to have been accurate. Review users also noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.

* Based on responses indicating at least 4 on a 5 point scale

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