According to a survey conducted by Opinion Research Corporation 63% of those surveyed say their purchasing decisions are influenced by online news, customer reviews or blogs with Search Engines being the preferred research tool.
“Businesses today exist in an era in which it’s nearly impossible to escape the likelihood of being evaluated…there’s nowhere to hide,” said Linda Shea, SVP and Global Managing Director of Customer Strategies for Opinion Research Corporation. “Companies must be extremely mindful of the power of proliferating online forums and their ability to shape consumer’s perceptions about brands. Even a single negative review, when posted in a very public forum, can have a significant impact on a prospective buyer’s decision to purchase.”

In descending order the most researched product and service categories being are;

* Travel/Recreation/Lesiure 82%
* Electronic goods 80%
* Household products/services 66%
* Clothing 55%
* Automotive 55%
* Personal care 40%
* Food 24%

This research highlights both the importance of the information you publish yourself and the opinions and comments your customers post about your products/services and your company on the web.
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