Ratings and Reviews A Top Shopping Influencer During the Holiday Season

In its 4th annual holiday shopping survey, Baynote confirms the power of ratings and reviews, which research has shown most consumers trust as much as personal recommendations. The Baynote survey [download page], conducted in early December by the e-tailing group, asked respondents (all of whom own a smartphone and had made a holiday purchase online) how often a list of channels influenced their purchases, both online and in-store. Online ratings and reviews influenced the most respondents: 48% said they frequently or always influenced their online purchases, and 37% said the same about their in-store purchases. (more…)