A new study conducted by comScore with The Kelsey Group, shows that nearly one out of every four Internet users reported using online reviews prior to paying for a service delivered offline by restaurants, hotels, travel, legal, medical, automotive and home services, 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.
Based on the survey of more than 2,000 U.S. Internet users in October 2007, consumers were willing to pay at least 20 percent more for services receiving an "Excellent," or 5-star, rating than for the same service receiving a "Good," or 4-star, rating.
| Purchase Behavior After Online Review Consultation October 12-18, 2007 | |
| Service | Percent Making a Purchase |
| Restaurant | 41% |
| Hotels | 40% |
| Travel | 27% |
| Automotive | 24% |
| Home | 19% |
| Medical | 14% |
| Legal | 8% |
| Source: comScore, Inc./The Kelsey Group, November 2007 | |
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 at 87 percent. Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.
| Online Review Influence on Purchase Decision October 12-18, 2007 | |
| Service | % of Users Saying Review Had Significant Influence |
| Restaurant | 79% |
| Hotels | 87% |
| Travel | 84% |
| Automotive | 78% |
| Home | 73% |
| Medical | 76% |
| Legal | 79% |
| Source: comScore, Inc./The Kelsey Group, , November 2007 | |
Consumers were willing to pay between 20 percent and 99 percent more for an Excellent rating than for a Good rating depending on the product category.
| Amount Consumers Willing to Spend for 5-Star Service October 12-18, 2007 | |||
| Service (Suggested Average Price) | Excellent (5 Stars) | Good (4 Stars) | Lift |
| Restaurant Meal ($20) | $37.95 | $25.44 | 49% |
| Restaurant Meal ($50) | $59.93 | $41.40 | 45% |
| Hotel ($100) | $137.36 | $99.73 | 38% |
| Home ($250) | $252.15 | $209.50 | 20% |
| Travel ($350) | $366.72 | $299.81 | 22% |
| Legal ($60) | $104.36 | $52.51 | 99% |
| Medical ($15) | $29.67 | $23.54 | 26% |
| Source: comScore, Inc./The Kelsey Group, , November 2007 | |||
Brian Jurutka, senior director, comScore Marketing Solutions, said "This study underscores the importance of providing not just good, but excellent service if a business hopes to generate... consumer reviews... (that) result in greater sales."
Posts
No comments:
Post a Comment