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Kelsey ILM Coverage: Highlights from the Kelsey/comScore UGC Study
By Ryan Fritzky | November 29, 2007
Today’s session covering the Kelsey/comScore study on user generated content (UGC) was further evidence of the Internet influencing offline purchases.
The study asked participants how online user reviews found on most local sites (Citysearch, Open List, and Yelp) influenced their offline purchase behavior. Here are the results:
- 24% of users referenced using an online review to make a purchase
- With 180 million unique users in the US, 15% of all purchases in the US have been influenced by reviews
- Users in the study reported that they would pay 20% more for a five star service over a four star service
- Users claim that online reviews are accurate 97% of the time
- Consumer generated reviews are considered more trustworthy than authoritative sources
- Unique users to local review sites increased by 20.6% year over year from 2006 to 2007
- 62% of online review writers claim to have written the reviews to help other consumers make decisions
Topics: The Kelsey Group, Community, Local Search, Content |