2010 Online Influence Trend Tracker

American consumers are no longer taking the recommendations of family or friends at face value, according to the latest Cone research. Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations, specifically through researching product/service information (61%), reading user reviews (55%) or searching ratings websites (43%). These are among the findings of the newly released 2010 Cone Online Influence Trend Tracker.

Key Findings Include:

77% of consumers they are more likely to purchase products or services when they can find additional recommendations about them online

68% agree negative product or service information found online can be a mitigating factor in deciding whether to purchase

66% will go online to verify recommendations about products or services they’ll own for many years

← Back to Research