A new survey from Bazaarvoice and the Keller Fay Group found that a vast majority of online reviewers are motivated by goodwill and positive sentiment (summary of the survey can be found at Marketing Charts).
Other findings of the survey include:
- Positive reviews outweigh negative ones 8 to 1
- 79% of online reviewers do it to give back to the review community
- Reviewers buy products online (85%), and engage in social networks (25%)
- 20% of reviewers post messages on other people’s blogs or chat rooms; 19% post on independent product-review sites such as ePinions or CNET; and significantly more post directly on a retailer’s own website.
This is great news, but it does not negate the fact that even though they are outweighed by positive reviews, negative online reviews remain “findable” for a very long time and can hurt a product or company way more than off-line negative reviews. So vendors should still do whatever they can to avoid negative online reviews.