Search engines 'most popular' for product research

25/06/2008

A new study has revealed that more than three in five web users utilise search engines when conducting research into potential product purchases.

About 61 per cent of respondents to the survey by Opinion Research said they make use of search engines when looking for online reviews and blogs by consumers on particular goods.

Furthermore, 83 per cent of consumers indicated that their decision to buy a certain product had been influenced by online reviews in the past, with 70 per cent stating that they regularly look for online information on specific brands, particularly those associated with the travel, recreation and leisure sector.

"Companies must be extremely mindful of the power of proliferating online forums and their ability to shape consumers' perceptions about brands," remarked Linda Shea, senior vice-president and global managing director of customer strategies for Opinion Research.

"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."

Last year, a study by Deloitte showed that 62 per cent of consumers regularly access online reviews, with the majority claiming that such reviews had directly influenced their decision on whether to buy certain products or not.