Research carried out by Germany’s leading information technology association has found that 56% of Germans who shop online will read reviews before making a purchase. For these shoppers, reading reviews is a valuable step in deciding what to buy. The head of Trust & Security at the association, Rebecca Weiss, said “Independent reviews can be a good decision-making aid before buying online. This applies to both services and goods: security and trust are essential for customers of online shops, and these reviews make a significant contribution to one’s trust in online retail.”
J&P Comments
Although reviews play a key role in influencing a customer’s decision to buy a product, online brands have to be aware that consumers use other reference points as well, such as price comparison sites, advice from family and friends and social media.
