2011 Online Influence Trend Tracker

Our latest research reveals four-out-of-five consumers have changed their minds about purchasing a recommended product or service based solely on negative information they found online. This is up from just 67 percent of consumers who said the same in 2010. Online information, a trustworthy source for 89 percent of consumers, has the power to make or break a product recommendation.

Key Findings Include:

87% of consumers agree a favorable review has confirmed their decision to purchase

59% report they are more likely to research recommended products online because they can easily access applications on their mobile phones

Americans are nearly 25% more likely to verify recommendations for high-cost purchases, such as cars, today than they were in 2010 (89% today vs. 72%)

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