As in many countries refer to the online reviews

About how the information sources trusted by users and how online reviews influence the buying decision.

Alina Orlova

service administrator for covert marketing Reviewter.

Reviews have long become a familiar element of shopping. If we doubt the choice, ask for advice from friends or buyers on the Internet. Let's see how to act in different countries around the world.

global trends

In the first half of 2017 appeared on the InternetChina Continues To Drive Online Reviews. more than 45 million new comments. 85% of them are written in China. This is six times more than in the US. In this case, the Chinese writing short reviews.

The researchers compared theGlobal confidence in advertising. Strategies for Success on the changing advertising market. attitude to guests by region. Most reviews trusted in Africa and the Middle East. Latin America - the only region in which traditional advertising popular reviews and online promotion.

By Region credibility reviews distributed as follows:

Most reviews trusted Generation Y. These are people aged 21 to 34 years old. Their level of confidence of 85%. Followed by generation Z (15 to 20 years) and the generation of X (from 35 to 49 years). Their level of confidence - 83%.

Russia

Last relevant research in the field reviews conducted in the Russian marketNielsen: Over 60% of Russians are inclined to buy after reading consumer reviews published online, and become familiar with the content on the websites of brands, more than half rely on these sources information. Nielsen reported. He was interested in the degree of consumer confidence in the various sources of information.

The results were as follows:

In addition to the advice of friends, greater confidence in the Russians called reviews on the Internet. Traditional forms of advertising far behind. The chart was not included online video advertising, which they believe only 35% of respondents, and advertising in social networks, trusted by 30%.

The Nielsen noted a general loss of confidence in traditional advertising by 4-5 points. Relatively new promotion channels the situation is:

The credibility of the channels - it's great, but if they are able to entice consumers to buy? There are almost no changes:

• 80% - the recommendation of friends.
• 64% - reviews on the Internet.
• 62% - the content on the websites of brands.
• 54% - TV advertising.
• 51% - contextual advertising.
• 45% - advertising in social media.
• 44-45% - newspapers, magazines and radio.
• 42% - of online video advertising.
• 37% - banner ads.

What advertising like to watch the most? In Russia - a ridiculous 60% of consumers said that with humor rollers cause them the greatest response (39% on average in the world). Advertising based on real-life situations, like 42% of respondents. One third of Russians gladly watch advertisement with family scene, a little less (30%) - commercials that promote a healthy lifestyle.

Russians prefer to read reviews on the Internet and listen to friends.

Great Britain

British agency Igniyte considered it reviews the impact of the Internet on business. These data refers'Fake' online reviews could be made illegal. UK government committee on competition and markets (The UK Government's Competition and Markets Authority) in their reports. Let us turn to their last sliceThe Reputation Report..

UK residents are closely monitoring their reputation, especially in the Internet. For reviews, they are treated as the main source of information about brands. Thus, 88% of business owners are confident that their customers are important positive reviews on the Internet.

Half of the respondents believe that the negative reviews have a direct impact on their work. In this case, one in five is dissatisfied with the way represented his company in Google search results.

According to British business, the most harm bring customized negative from competitors (43%) and negative feedback former employees (42%). Negative on the internet has caused some problems in 41% of the respondents. A third of businessman admitted that their online reputation adversely affected the workers.

Negative coverage of incidents in the media consider a problem 17% of respondents. Thus every third order or otherwise affected by blog social networks.

46,815 pounds - the average damage from the impact of online reputation. It is about 3.5 million rubles.

Every tenth name the amount of damage between 50 and 100 thousand pounds. A quarter of respondents paid for the tarnished reputation of a loss of 10 thousand pounds. A fifth film in the Internet has managed to sum close to 50 thousand pounds.

Three quarters of companies operating on the Internet, called the negative content about yourself paramount concern. For 20% of respondents work with negative information was the main agenda. For them victory over negativity has become an important brand awareness.

British shoppers and business people see in a review, a direct reflection of the brand's reputation.

USA

Researchers from The Pew Research Center examinedOnline reviews. American attitudes to the reviews on the Internet. For example, 82% of the adult American population is sometimes studies the online ratings and reviews before you buy. In this case, 40% had done so consistently.

Americans of all ages know what online reviews and generally treat them positively. Buyers who have not yet turned 50 years old, regularly read the reviews before buying serious.

In America, it operates a direct correlation frequency of purchases and the level of confidence in the reviews on the Internet:

Therefore, the more US residents to buy, the more trusted the advice from the Internet.

It is interesting that the Americans are not limited to one review - in addition most of the adults watching video reviews. 54% of Americans have admitted that at first reading the negative reviews. If they are not too frightening, carefully studying the positive reviews.

Buyers and business We noted the increasing number of low-quality custom-made reviews. More than half of the user reviews do not give an idea of ​​the product, limited florid phrases. The credibility of the companies using cheap commentators decreased in all age groups.

Optimistic nation was reflected in a review, 86% of the respondents wrote reviews after a positive experience, and 77% - after the negative.

conclusions

• Most reviews trusted Generation Y. These are people aged 21 to 34 years old.
• In the Africa and Middle East regions, the level of trust to the guests is the highest.
• In China, 85% of all written comments of the world.
• Russians prefer to read reviews on the Internet and listen to friends.
• British shoppers and business people see in a review, a direct reflection of the brand's reputation.
• The more often Americans buy, the more trusted the advice from the Internet.